Award-winning creative agency VML, a part of global advertising powerhouse WPP, just announced the launch of its newest studio, “Brand Design at VML.”
The studio specializes in “powering brand growth through design,” combining the agency’s expertise in design positioning, visual and verbal identity systems, and brand governance.
Brand design is integral to VML’s connected brand offering. Brand Design at VML was formed after seeing significant clientele growth over the years, including promising start-ups and Fortune 50 companies like Intel and Dell.
“By formalizing the Brand Design at VML studio even more, it allows us to add more scale and momentum to a key capability that has been such a big driver of VML growth.
Through VML’s integrated model, we’ve combined strong brand design with exceptional brand and customer experiences,” VML Global Chief Creative Officer Debbi Vandeven said in a statement.
Brand Design at VML now offers a comprehensive range of services that include:
- Brand design strategy and positioning
- Integrated brand design systems
- Verbal design and tone of voice development
- Packaging design
- Campaign design
- Brand governance
The studio also offers expertise in niche areas such as custom typeface design, brand architecture development, and trademarkable brand name crafting.
Building a unique brand identity is crucial to the success of businesses, it’s the image consumers see when they think of your brand name. Partnering with a leading and trustworthy agency ensures brands they have an identity primed for lasting success.
A Growing Team of Brand Design Experts
Brand Design at VML's North America group, with agency hubs in Kansas City, New York, Denver, Chicago, and Miami, will be spearheaded by Robb Smigielski as the chief design officer.
Smigielski brings with him 17 years of experience in design, advertising, and digital experience, having previously worked with Bentley, Xbox, Microsoft, Nintendo, Colgate, and more.
The team has grown to have over 80 designers and creatives, having recently landed Spirit Airlines, Krispy Kreme, and Ionna as clients.
“We have been able to demonstrate to clients that branding must be emotional, memorable, and adaptive — to see brand design as one of their biggest areas of distinction and connection. We’ve helped show how great brand design is a critical element in powering business growth,” Smigielski shared.
The group’s brand design expertise is augmented by Executive Design Directors Michael Eppelheimer, Hamish McArthur, and Meghan Still; Chief Strategy Officer Ian Davidson; Verbal Design Director Andrew Shephard; and Studio Director Mike Joosse.
DesignRush has covered a slew of campaigns by VML, which include:
- Wendy’s “Frosty Fix”
- Fanta and Beetlejuice’s “Summon What You Wanta”
- Sour Patch Kids’ “Sour Translator”
- KitKat’s “Take a Break Better”
- Spirit Airlines’ "More Fly"
VML has also worked with other global brands like Coca-Cola, Colgate-Palmolive, Ford, and Nestlé, among many others.
