Willoughby Design

  Surface Design: Key Findings Color, type, and texture shape how people perceive your brand , so align them strategically to boost recognition. Surface design lets brands evolve visually while keeping their identity intact , making every update feel intentional. Thoughtful packaging can spark conversation and build loyalty , so use it to strengthen customer connection and trust. People might not notice it, but color, font, and texture steer how they feel about a brand . Studies suggest that color alone can make a brand up to 80% more recognizable , largely due to the emotional and psychological responses it triggers, according to   Straits Research . Surface design ties it all together , while cohesive visual details can make a product feel premium, trustworthy, or approachable. Patterns, finishes, and materials turn packaging and products into tools for recognition and connection . And it helps brands stay consistent throughout holidays, trends, or limited editions....

The Molson Coors brand uses witty copy to reframe social moments around moderation and non-alcoholic choices. Blue Moon's Answer's on the Can:' Key Points Blue Moon launches its new campaign with witty packaging featuring 20+ humorous responses for drinking occasions without alcohol. The effort highlights Blue Moon Non-Alc’s Valencia orange peel and coriander taste , mirroring the brand’s original beer profile. The work strengthens Molson Coors’ strategy to normalize non-alcoholic choices while making moderation feel more socially accepted. Sometimes the hardest part of drinking a non-alcoholic beer isn’t the taste, but the questions. Blue Moon has launched a limited-edition campaign called “Answer’s on the Can,” aiming to make those awkward “Why aren’t you drinking?” moments less uncomfortable. The packaging features more than 20 witty comebacks that span from playful (“Because I’m ‘training’ for a marathon”) to cheeky (“Because I’m not not drinking”) to lighthearted ic...

Creative director Zac Posen leads GapStudio’s Fall/Winter 2025 campaign with a capsule built on heritage and modernity.   GapStudio's Latest Campaign: Key Points Starring Gwyneth Paltrow and her daughter Apple Martin, the campaign was shot by Mario Sorrenti under the creative direction of Zac Posen. "Collection 03" brings together 38 pieces, including denim cut with anatomical seams and satin slip dresses that add softness. The campaign highlights Gap’s identity as a brand balancing heritage and cultural relevance. GAP INC. is once again drawing on its history of cultural campaigns. For Gap Studio's Fall/Winter 2025 season, the brand turned to Gwyneth Paltrow and her daughter Apple Martin to bring their story to life. The mother-daughter duo appears in photographs by Mario Sorrenti and a short film directed by LOOK and Julian Klincewicz, with creative direction from Zac Posen. The work is framed around memories and individual style, showing Martin reaching in...

Remember when brand guidelines were a thick binder no one ever opened? Campaigns ran on print timelines and things moved slower. It was a different time and we were limited by available technology. Now, brands are expected to show up everywhere (TikTok, Instagram, YouTube, OTT ads), often at the same time, without missing a beat. That kind of brand and messaging consistency drives results. According to Wisernotify, 35% of companies saw 10–20% more revenue thanks to consistent branding across platforms. Yet many teams are still stuck with a one-size-fits-all manual system using individual files and PDFs that can’t keep up and become outdated. Branding agency experts, like  Willoughby Design , which have guided brands through decades of content evolution, note that the old “static PDF” approach is no match for an omni-channel world. “Brands that cling to old playbooks risk inconsistent messaging, fractured visuals, and reduced speed to market,” said Katy Briggs...

  Willoughby Design , the longest continuously running woman-owned branding firm in the United States, has joined ICOM, a global network of over 70 independent advertising and marketing agencies spanning 50 countries.             This partnership signals a significant opportunity for Willoughby and its clients. With access to ICOM’s extensive international network of marketing experts, the agency can tap into innovative strategies, emerging trends, and cross-border insights to help clients drive measurable results. Emma Keenan, CEO and president of ICOM, said the network is proud to see a healthy balance of male and female owners in its network. “We’re proud of this fact, and I’m excited to welcome the team at Willoughby into our network. When I joined ICOM nine years ago, one of my objectives was to have more woman-owned agencies in our network. The woman-owned team at Willoughby Design has continued to show that not only can you do great work and be ...

  The competitive landscape in 2025 is ruthless. AI-driven marketing, shifting consumer expectations, and constant digital noise make brand differentiation more valuable than ever. Your business doesn’t just need a logo or a catchy tagline — it needs a strategic, cohesive brand identity that builds trust, commands attention, and drives revenue. Without strong branding, your marketing dollars will struggle just to keep up. Elite branding sets the foundation for all marketing efforts, ensuring a clear, consistent message that resonates with your audience. Without it, campaigns become disjointed, making it harder to build trust, recognition, and long-term customer loyalty. In fact, a study by Adobe shows that consistent brand messaging can increase revenue by 10-20%. This is why companies that invest in branding early don’t just survive — they thrive. That’s how paramount the right branding agency is. Willoughby Design specializes in building brand identities that ensure businesses l...

  Key Takeaways: A distinct brand identity rooted in relevant values and behaviors outperforms retrofitted global imagery. Culturally relevant packaging and design elevate brand perception, spark engagement, and build trust. These localization strategies have shaped Willoughby Design’s approach to helping global brands thrive in the U.S. market and beyond. 84% of marketers say that localizing content has had a moderately or highly positive impact on revenue growth, according to a 2023 report by Unbabel.     For international brands setting their sights on the U.S., this means one thing: it's not enough to simply translate marketing copy. It demands adapting and sometimes reimagining brand identity to speak to the unique preferences and sensibilities of geographic target audiences to ensure clarity and resonance. Localization is more likely to forge meaningful connections with new audiences and lead to faster and more sustainable growth. Agencies like Willoughby Design ...

  Key Takeaways: Strategic workshops are powerful tools for aligning leadership teams on brand, messaging, and decision-making. Breaking down silos and identifying blind spots requires facilitated, cross-functional sessions — not just internal brainstorming. Integrating brand vision and initiatives clearly and consistently throughout the entire organization builds cross functional brand advocacy that spreads from the inside, out. Willoughby offers a compelling model that incorporates branding workshops, whiteboarding sessions and company-wide keynotes to bring clarity and cohesion to internal teams.             62% of customers feel emotionally attached to the brands they buy from the most, according to the Salesforce State of the Connected Customer Report . That level of loyalty doesn’t happen by accident — it’s built through consistent, authentic brand experiences. But delivering that consistency is difficult when internal te...