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A Change of Brand

by Blake Howard
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Latest episodes

  • Inside the Studio: Matchstic

    December 9, 2025 · 45 min

    We wrap up our "Inside the Studio" mini-series and pull back the curtain on Matchstic, a US-based brand consultancy with 20+ years of experience. We sit down with Creative Director Brit Blankenship and Messaging Director Cameron Lebrechet…

  • Inside the Studio: Motto

    November 4, 2025 · 47 min

    In this bonus episode, Blake sits down with Sunny Bonnell, co-founder of Motto, a brand transformation agency helping visionary leaders in the tech and innovation space. Sunny shares Motto’s 20-year evolution from a small Southern startup…

  • Inside the Studio: Smith & Diction

    October 7, 2025 · 48 min

    Is it possible to build a successful agency by giving away your process? In this bonus episode, we go inside the Philadelphia-based studio Smith & Diction with co-founders Chara and Mike Smith. Known for breaking agency norms, they’ve…

  • Amazon with Arthur Foliard

    September 9, 2025 · 1 hr 7 min

    Amazon is the world’s largest online retailer, home to a vast catalogue of categories and sub-brands. But as the company expanded, its brand architecture became increasingly fragmented. To bring clarity and cohesion, Amazon turned to Koto…

  • Walmart with Tosh Hall and David Hartman

    September 2, 2025 · 1 hr 6 min

    Walmart is one of the largest retailers in the world. With 4700 stores, thousands of fleet vehicles, and countless assets online, there’s no chance a rebrand could be an overnight flip of the switch. It would have to be an evolution. Tosh…

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  • Utah Mammoth with Ben Barnes

    August 26, 2025 · 47 min

    How many projects require three brands to be developed within a year? For Utah’s newest professional sports team, they needed visuals for the announcement of getting a hockey team, the temporary Utah Hockey Club, and finally the Utah…

  • Jaguar with Laura Ries and James Morris

    August 19, 2025 · 56 min

    One of the most sensational rebrands of 2024 was Jaguar, the British luxury car brand that seemed to leave their legacy on the side of the road. While the uproar of negative reactions felt unanimous, a few brave souls dared to call it…

  • Manischewitz with Lisa Smith

    August 12, 2025 · 46 min

    Manischewitz is a beloved staple in any Jewish pantry. However, both the brand and the Kosher food market were on the decline. Can a rebrand not only lift them both back up, but rekindle joy and connection too? Lisa Smith, former Executive…

  • Branding in the Age of AI with Teemu Suviala

    August 5, 2025 · 48 min

    AI has been making waves across industries–and for much longer than we think. It’s weird, messy, and maybe magic. As innovation accelerates, can the branding world truly embrace AI without losing the human touch? Teemu Suviala, Global…

  • Herman Miller with Garrett Corcoran

    July 29, 2025 · 34 min

    Changes don’t have to be drastic to be delightful. Sometimes all it takes is a little rearranging and refining, like furniture design legend Herman Miller, which unveiled their first rebrand in almost 25 years. Take a seat as Garrett…

  • Humane World for Animals with Bethany Lesko

    July 22, 2025 · 48 min

    With a muddled awareness, misperceptions, and slowing donation growth, the Humane Society of the United States knew that after 70+ years it was time for a change–and that started with the name. But renaming takes courage. Bethany Lesko…

  • New York City FC with Milo Kowalski and Justin Au

    July 15, 2025 · 59 min

    As New York City FC approached their 10th season, the club set its sights on cementing its place among the city’s most iconic teams. But in a city of strong opinions, it wouldn’t be easy. Soccer supporters are famously passionate and…

Full episode archive on Apple Podcasts →

About the show

A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate and inspire others facing a change of brand.