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IN TODAY'S ISSUE |
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WHAT'S NEW | 01 |
Design that Connects and Captivates |
In this issue, we're exploring the transformative power of thoughtful and strategic design. Highlighting how brands across various industries are redefining their identities and experiences.
From How & How’s vibrant rebrand of Big Cartel that champions independent creativity, to DixonBaxi’s empathetic approach that brings humanity into medical AI branding, these case studies illustrate the impact of intentional design choices.
Kevin Högger further showcases how sensory-driven design can heighten authenticity and emotional connection with his work for Wim Bakery. Similarly, Bentley demonstrates the synergy between luxury and innovation with its sophisticated visual reinvention.
Additionally, we gain valuable insights from Luke Miles on crafting future-focused brand experiences, complemented by Base Design’s elegant and calming identity work for Brooklyn’s 12 matcha shop. Together, these stories underline design’s potential to create meaningful and lasting impressions.
Let’s get into it.
INSPIRATION | 02 |
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IN THE NEWS | 03 |
How & How gives e-commerce platform Big Cartel an energetic new identity rooted in creative expression. With playful illustrations, dynamic logos, and a flexible visual system, the rebrand authentically connects with independent makers, underscoring how strategic visual design can fuel brand affinity and reinforce core values.
Breaking from clinical coldness, DixonBaxi reimagines C the Signs’ brand identity with a distinctly human touch. Warm visuals, relatable storytelling, and thoughtful UI shift the perception of healthcare AI from sterile and distant to approachable and empowering. Demonstrating how human-centered design can drive meaningful engagement.
Designer Kevin Högger’s tactile, sensory-driven identity for Wim Bakery fuses industrial materials with the cozy, handcrafted aesthetics of baking. Using textures, earthy palettes, and subtle graphic touches, the project illustrates the power of design to evoke sensory memories and amplify brand authenticity in a crowded market.
Bentley doubles down on design leadership with a contemporary visual refresh, including a sophisticated new logo inspired by falcon wings and the unveiling of the cutting-edge EXP 15 concept car. This strategic design evolution signals how heritage brands can remain iconic yet relevant by thoughtfully merging tradition, luxury, and innovation.
Luke Miles, founder of design agency New Territory and former head of design at Virgin Atlantic, discusses blending hospitality principles with innovative brand experiences. His perspective highlights how designers can leverage human-focused, experiential thinking across industries, from aviation to hospitality, to redefine the way brands emotionally engage their audiences.
Base Design’s identity for Brooklyn’s 12 matcha shop blends tradition with modern serenity. Think minimalist motion logos, tactile packaging, and a lush green palette that evokes ritual and focus. It’s artisanal luxury without the fuss.