Wolff Olins

The tagline is back in business. ✍️ From Nike’s bold evolution of “Just Do It” into “Why Do It?”, to Ford Motor Company’s “Ready Set Ford” and TAG Heuer’s “Designed to Win” – brands everywhere are rediscovering the punch of a few well-chosen words. Verbal Director William Rauscher explains in Design Week that this resurgence isn’t just nostalgia. In an age of complexity, taglines offer clarity. The challenge is ensuring it’s not overserving; instead designed to serve a distinct strategic role within the wider Marketing mix. A great tagline works as part of a larger brand language – the tag on a much bigger narrative. Read the full piece in Design Week. 👉 https://lnkd.in/eWbfeB3a #Brand #Taglines #VerbalIdentity #ToneOfVoice #BrandStrategy #BrandLanguage 

60 years of flipping the script. 👀🏅 London 2012 remains one of the boldest chapters of our archive – and one of the most talked about Olympic brands of all time. We tore up the rulebook for Olympic branding, trading safe icons for raw energy and urban attitude. The result was a symbol as spirited as London itself. The reaction was immediate. Our website crashed, headlines blazed and the attention was fierce. But as the Games drew closer, the energy shifted. The logo flexed across tickets, venues, and merch, adapting to every sponsor and moment, connecting with the public in a powerful way. What once shocked the world became impossible to ignore, and impossible to forget. Our Design Specialist Director Franc Falco said: “The initial skepticism turned into widespread appreciation, and the creative team’s bold risk ultimately paid off – it was a huge success that redefined Olympic branding. My small contribution to that brand creation will always be a very proud moment in my Wolff Olins career.” 💛 Learn more about our work. 👉 https://wolffolins.com #WolffOlins60 #London2012 #OlympicLegacy #CreativeLegacy #DesignHistory

For 60 years, our optimism has been driven by one belief: there’s always a better way forward. 💪💥 We don’t just ride out change, we lean into it – helping brands turn business shifts, crises and disruption into something stronger than what came before. That same optimism has powered work like (RED) where brand became a global movement to fight AIDS. It’s behind LG Electronics' emotionally intelligent design philosophy. And it's part of Sage Therapeutics’ mission to reframe how the world sees brain health. Optimism is a force for better. Explore part two of our 60th anniversary series. 👉 https://lnkd.in/egbAvN3d A big thank you to those who’ve shaped this spirit over the years, from Karl Heiselman and Sam Moser to brian boylan and everyone who’s carried the belief that things can always be better. 💛 #WolffOlins60 #Design #Strategy #BrandTransformation #Brand #Optimism

What happens when a brand turns its philosophy into a physical experience? At this year’s Hyundai Card DaVinci MOTEL – a three-day cultural festival in Seoul – that idea came to life. Creative Director Matthew Haysom and Global Executive Creative Director Emma Barratt were invited to speak at the event – a living, breathing expression of “Architect of Change”, the brand platform we created with 현대카드·현대커머셜(HyundaiCard·HyundaiCommercial) last year. From intimate talks and immersive spaces to the city streets, alive with the brand’s energy, every detail embodied Hyundai Card’s belief that design can shape culture, not just reflect it. It’s proof that when design is treated as the architecture of an experience, a brand can become something far bigger: a cultural force. Read Matthew’s reflections in Branding in Asia. 👉 https://lnkd.in/dDnSVUPH #WolffOlins #HyundaiCard #Seoul #SouthKorea #BrandExperience #Design

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It’s been a big week of recognition for our work with Lloyds Banking Group – proving that even the most established brands can evolve with true purpose and power. 🐎✨ At the LIA - London International Awards we picked up 3x Gold wins across Rebrand, Logos and Best Local Market categories. 🥇 🥇 🥇 And at the Brand Impact Awards, the streak continued with a Gold in Financial Services and Silver in Brand Strategy.🥇🥈 The wins reflect the scale of transformation we built together – reimagining Lloyds not as a static identity, but as a brand operating system designed to adapt and endure. Rooted in the Cancara philosophy, every detail is about helping customers move forward, step by step. Learn more in the case study. 🔍 https://lnkd.in/ex9RmGKk Check out our LIA wins. 👉 https://lnkd.in/eqQftYKk Check out our Brand Impact wins. 👉  https://lnkd.in/gFm9yy4S #WolffOlins #Lloyds #BrandTransformation #Design #LIAs #BrandImpactAwards

A brand forged in craft. A world built to scale. 🏛️🎮 When we partnered with Ubisoft to reimagine Anno, the goal was simple but bold: give the franchise its first-ever major rebrand – one designed to spark the joy of building. And it’s lived far beyond the game itself: from collector’s editions to Twitch emotes, artbooks to brick sets. Tomorrow at Advertising Week New York, Global Principal Tom W. will join Ubisoft's Haye Anderson and Stephane Jankowski to share how Anno 117: Pax Romana became more than a game – a living, breathing, future-proofed brand that fuels fandom and culture. 🔍 Explore the case study: https://lnkd.in/eQ3XJYAH  🎟️ Catch the talk at AdWeek NY: https://lnkd.in/eCD9h5xR #WolffOlins #Ubisoft #Anno117 #AWNewYork25 #AdWeekNY #Worldbuilding #BrandTransformation

60 years of helping businesses shed their corporate camouflage. 🌱 In 2004, Unilever was everywhere – and nowhere. Hundreds of brands, but no single story. That year, we helped Unilever step out of the shadows – from an invisible holding company into a brand with real meaning for people inside and out. ‘Adding vitality to life’ became the thread that guided its transformation. The impact? A radical focus on what mattered most. Unilever streamlined its portfolio from 1,600 brands to 400, doubled down on powerhouses like Dove, and stepped away from categories that didn’t fit the mission. Vitality became the lens for every decision, shaping not just what Unilever looked like, but how it grew and innovated. Today, technology lets FMCG giants predict demand, adjust formulations and optimise production like never before. But as these efficiencies become table stakes, Unilever must now seize the moment to re-assert its deeply human and forward-thinking DNA. Our Managing Director Estelle Wackermann explains: “Being truly part of a community and understanding what people are genuinely moved by, is not only a way to stay relevant, it is the fuel to innovation and the best way to grow.” Learn more about our work. 👉 https://wolffolins.com #WolffOlins60 #Unilever #Vitality #BrandIdentity #DesignHistory

When brands blur together, they lose their power. Logos that look alike. Colours that differ by a shade. Categories drowning in sameness. The fix? Stop following the playbook. Focus on what people actually value and use brand as a lever to change the game. The choice for CMOs is clear: think different, or sink together. From Simba Sleep | B Corp™ simplifying sleep to giffgaff | Certified B Corp freeing mobile customers – the brands that win are the ones brave enough to break away from convention and rewrite the rules. Senior Strategist Milan Kendall Shah challenges the copycat playbook, and shares how to build a brand people actually notice. 👉 https://lnkd.in/eDFZ47Md #BrandStrategy #Brand #Design #BrandTransformation #CMO #Innovation

Two Brand Impact Awards shortlists. One bold stride forward. 🐎💛 Proud to see our partnership with Lloyds Banking Group recognised at the 2025 Brand Impact Awards, shortlisted for Brand Strategy and Financial Services. ✨ Together, we reimagined how products and services connect, joining up personal, business and commercial banking into one cohesive experience. We shaped a new positioning – Lloyds moves everyone forward – giving teams a lens for innovation and customers a brand designed around their real needs. The result? A future-fit Lloyds that’s making an impact: from winning new customers to boosting app downloads. 📈 Explore the case study: https://lnkd.in/ex9RmGKk Check out the shortlist: https://lnkd.in/e-yPbKYj #WolffOlins #Lloyds #BrandImpactAwards #BrandStrategy #Brand #Design #BrandTransformation