The branding landscape is in **constant flux**, and carving out a unique identity in 2025 is no small feat. With **sonic branding**, guerrilla marketing, and AR ads vying for attention, **balancing brand heritage with innovative trends** is more critical than ever. To delve deeper into this intricate world of branding, I consulted with the experts themselves.
In anticipation of the upcoming **Brand Impact Awards**, I had an illuminating conversation with Stuart Radford and Ricardo Bezerra, executive creative directors at Jones Knowles Ritchie. We examined their creative process, strategies for crafting future-proof brands, and their vision for the next evolution of the branding industry.
Crafting the Foundation: Understanding Brand Identity
What’s Your First Step When Beginning a New Branding Project?
Ricardo Bezerra: The initial step involves diving deep into the essence of the brand. This means a dual approach: external exploration and introspection.
We analyze the **cultural landscape**, evaluate competitors, track trends, and ultimately focus on what consumers genuinely desire. Internally, we uncover the brand’s core identity, exploring its challenges, aspirations, and rich history.
I firmly believe that **effective branding** involves reconceptualizing a brand’s legacy, not erasing it. This reconciliation between past and future illuminates a clear path forward, allowing us to discover the **”brief within the brief.”**
Balancing Heritage and Modern Design
How Can Brands Maintain Authenticity While Embracing Change?
Ricardo Bezerra: I’m passionate about this topic because the **authenticity of a brand** is often found in the delicate interplay between its past and future.
Brands carry unique stories—be it their name, logo, colors, or narrative—that hold immense value. However, it’s vital to do more than simply revive old assets; we must imagine what’s next and harness inspiration for the future. This involves evolving those historical elements while creating new meanings and emotional connections.
When we explore the tension between origin and originality, we ignite creativity; sometimes, we even spark genuine innovation. That’s where the magic happens.
Future-Proofing Brands
How Do We Ensure a Brand Remains Relevant?
In an ever-changing world, nothing is static.
To keep a brand relevant, it must be capable of **”reading the room,”** embracing a holistic and inquisitive approach. Brands should see current challenges as prototypes for future aspirations.
The journey requires clarity in vision. The best way to cultivate a **future-proof brand** is to double down on what sets it apart—recognize, embrace, and creatively reimagine those traits.
As the Executive Creative Director at JKR, I’m more inspired than ever to incorporate my **Brazilian heritage** into my work, reminding brands and people alike to celebrate their true selves.
Envisioning the Future of Brand Development
What Changes Would You Like to See in the Branding Industry?
Stuart Radford: I envision a future where branding becomes a **holistic and integrated** discipline. The lines separating design, branding, and advertising should dissolve into a more cohesive experience.
As brands demand partners who can think across all domains—from identity and voice to campaigns and digital touchpoints—there’s a tremendous opportunity for agencies and creatives to rise to the occasion.
For those embracing this transformational shift, particularly designers, it leads to rewarding roles that blend various disciplines. We need more **”super creatives”** who shape not only a brand’s appearance but also its **behavior, communication, and emotional connections** with its audience.
This evolution necessitates a broader **creative toolkit**—merging strategy with execution, visual artistry with storytelling, and design with experience. The rewards are significant: stronger, coherent brands that resonate culturally and fulfill creative aspirations.
I believe the future rests on collaboration, versatility, and integrated thinking. This is where impactful brand innovation will take flight, shaping exciting careers for creatives.
Have you created a notable logo or brand identity? Enter the Brand Impact Awards.
