There are parts of Instagram that will never change. It will always remain a platform for creators to experiment, find, and share their voice.
But the Instagram of today has pushed far beyond what it once was. With that growth comes the opportunity to build for the future—and double down on what matters most. The Instagram Design Team came to us to do just that: to reimagine a globally recognized wordmark, bring it in line with an evolving brand system, and ensure it stands the test of time.
An 18-month project across 15 markets and more than 50 sub-brands. With Amazon XCM we modernized the brand’s core assets, a warmer smile, a flexible new typeface and a unified palette, so the brand could move at Amazon speed with clarity and consistency, and put design at the heart and the forefront of the company.
Our focus was on restoring clarity and confidence. A shared system linking every sub-brand back to the parent. One system, strong enough to carry across 50+ lines of business, flexible enough to stretch across global markets, audiences and teams. The goal was to make Amazon feel unified again, and recapture the magic of finding exactly what you need, exactly when you need it.
Microsoft’s latest flagship is Copilot+PC, a new class of computers powered by Copilot. Pushing the technology to new heights, they asked us to create a brand identity that signals a new era in personal computing – redefining AI by showing its practical power and everyday impact.
Google’s Fitbit Ace LTE set out to create the first connected smartwatch designed to get kids moving—shifting them away from sedentary gaming and into physical play. The challenge was twofold: compete with the excitement of traditional gaming, while reassuring parents about screen time and health. The brand had to speak to kids’ desire for fun and parents’ need for confidence in a product that could make activity both engaging and beneficial.
For 25 years, Tripadvisor has been the world’s travel companion, with real reviews, real advice, straight from real people. But in a race to compete with booking engines and comparison sites on price and capacity, the brand risked losing its edge. We set out to refocus on what makes Tripadvisor unique: its community of real travelers, and their real reviews.
