"Lisa Smith of JKR expresses concerns about the prevalence of imitation in today's branding landscape"
In a thought-provoking chat during the D&AD Festival, Lisa Smith, the executive creative director at JKR, highlighted the key branding challenges that brands are facing in the year 2025. With a career spanning over two decades and a renowned portfolio of transformative work for world-renowned brands, Smith offered valuable insights into the rapidly evolving brand landscape.
Smith began by acknowledging the proliferation of imitators, making it difficult for brands to stand out. She emphasized that differentiation has become a central challenge, with brands struggling to establish and maintain unique identities in a crowded marketplace.
The pressure to avoid clichés and empty promises is greater than ever, as Smith pointed out. Many brands rely on abstract messaging and buzzwords that fail to connect meaningfully with audiences. Instead, she emphasized the importance of purposeful, precise communication and staying true to core values rather than chasing fleeting trends.
With the rise of digital tools and AI, rebranding has become more than just a refreshment. Brands are now rebranding to better define their purpose and why clients or consumers should choose them over competitors. This has led to a greater focus on thoughtful, confident branding that is both authentic and impactful.
In a saturated market, connecting with discerning audiences has become crucial. The democratization of design tools means that polished but generic design is increasingly common. For Smith, this makes it imperative for brands to speak with clarity and aim for deeper connections with audiences who value substance and originality.
In her recent branding approach for an unspecified client, Smith aimed to re-establish crave-ability. The strategy encompasses juicy, delicious typography and photography that stimulates the sense of taste. The color scheme chosen is intended to evoke a desire to celebrate. However, Smith cautioned against a shiny, glossy, flashy logo, stating that it can feel artificial and bad.
Instead, she emphasized the importance of having a central idea that reflects the brand's identity. Brands today are facing challenges with inconsistency in branding across physical, digital, and packaging experiences. Smith's work underscores the need for brands to deliver a consistent and meaningful brand experience that resonates with audiences.
In conclusion, the challenges in 2025 centre on differentiation, authenticity, clear communication, and meaningful audience engagement in a saturated and rapidly changing brand landscape. Lisa Smith's insights provide valuable guidance for brands navigating this complex terrain.
- In the bustling brand landscape of 2025, a UX designer's task is to create provocative designs that help brands stand out, addressing the challenge of differentiation.
- Lisa Smith, when discussing layout, emphasized the pitfalls of relying on clichés and empty promises, suggesting a focus on purposeful, precise communication.
- The creative use of photography, color, and typography plays a crucial role in making a brand's message resonate, as demonstrated by Smith's approach for a recent client.
- In the realm of branding, a designer must carefully balance authenticity with impact, ensuring that the brand's values are true to its core yet appealing to audiences.
- Artful branding extends beyond a logo, encompassing interior-design elements and lifestyle initiatives in sectors like home-and-garden and home-improvement.
- The democratization of design tools has led to a saturated market, making it necessary for brands to strive for originality and deeper connections with discerning audiences.
- The interplay of design, packaging, and digital experiences is a key challenge, requiring brands to deliver a consistent and meaningful brand experience that resonates across all platforms.
- To thrive in this complex brandscape, it is vital for brands to continually evolve, staying current with trends while remaining true to their original, authentic identity.
