The Amazon global brand transformation. A project 18 months, 15 global markets, and 50 sub-brands in the making.
As Amazon grew at extraordinary speed, their brand sometimes struggled to keep up, fragmented across teams, markets, and experiences.
Together, we created a new identity that elevates Amazon’s most iconic assets: a warmer smile, a modernized logo, a flexible typeface, a unified system, and a global architecture ready to move at the pace of Amazon. All resulting in a more considered, confident, and cohesive brand experience.
From the parent brand itself, to Prime, Alexa, Fresh, Business, Autos, One Medical and more, we built a system that could flex across streaming platforms, healthcare clinics, grocery aisles, even car dealerships and music libraries. On business supply chains, coding classrooms, living rooms, and your front doorstep. Sometimes all in the same afternoon.
Today and over the next week, we’ll be sharing more work and behind-the-scenes insights from this collaborative journey. To start, ask Alexa to pull up the case study, or click the link in our bio.
As @gofundme grew, its product expanded beyond its peer-to-peer roots. We partnered with the GFM team to evolve the world’s most trusted fundraising platform for a new era of giving. One that spans personal, nonprofit, and corporate impact—without losing the humanity that made it matter in the first place.
Our response was a single, unifying idea: Help Adds Up. A brand built around progress—small moments of momentum that, together, create real change.
At the heart of the system is the dynamic progress circle, transforming GoFundMe’s most recognizable asset—the goal bar—into a living symbol of collective action. From product flows to motion identity, every element works together to make progress visible.
The result is a brand that leads with trusted authority, warmth, and optimism, equipping people and organizations with the confidence to act. Because when we come together, every bit of help adds up.
💚 Huge shoutout to our awesome partners on the GFM team 💚
Link in bio to explore the full case study!
What do Dartmoor, Central London, and a running track steeped in athletic heritage all have in common?
They became the perfect locations to put our new approach to @asics art direction through its paces – one centred around effort, not exhaustion. Authenticity, not perfection. Designed to feel uplifting, wherever it shows up.
It was the culmination of a close collaboration with the ASICS team to help define the future of the brand’s AD.
FWIW – Dartmoor in Feb, freezing horizontal rain, ponchos, would do it all again in a heartbeat.
Do not disturb? Hold that thought. 🛎️
@thisismews are doing big things in hospitality, so they needed a brand that’s impossible to miss. As a management platform transforming how hotels and hospitality spaces operate, their impact is felt across every part of the experience – so we built a brand to match, anchored in one core idea: impact you can’t ignore.
From there, we created a flexible identity system – fluid forms, responsive typography and bold, expressive messaging – designed to make Mews’ impact visible at every touchpoint.
Check-in, kick back, and read the full case study. Link in bio.
Eating your greens. Going to the gym. Healthy habits can feel boring and even a little lonely. Wouldn’t it be better if you had someone to share them with?
When we rebranded Yazio, Europe’s leading nutrition app, we knew we needed a mascot from the start. So we got out our crayons, started sketching, and that’s how we got here:
Meet Yettie. Don’t let their huge horns, sharp claws, and wild hair fool you. This beast is more fluffy than frightening, and they’re here to show that healthy habits aren’t as scary as they seem.
Ever started a healthy habit? Ever struggled to stick with it? Same.
Good nutrition should feel exciting. But too often, it feels restrictive and joyless.
Our rebrand of Yazio, Europe’s leading nutrition app, set out to change that for good. Our goal: make good nutrition feel fun. How? With our brand idea: Good Dopamine.
We created Yettie, the lovable beast, to show that healthy habits aren’t as scary as they seem. Together with brand, campaign, and digital, we replaced guilt and hang ups with the real promise of good nutrition: energy, fun, and a life well lived.
Shout out to our partners at Hot Type for collaborating on the bespoke headline typeface.
To check out the full case study, click the link in the bio.
Last Monday we paused work across every Koto studio to run our first AI Hackathon. The focus was simple: explore how new tools can improve the way we work.
Working in small, mixed teams, people from across the company got hands-on and started building. The emphasis wasn’t just on ideas, but on making things that could actually be used – from AI-assisted creative tools to onboarding and workflow improvements. It was a genuinely impeccable day on all counts, with teams building, testing and figuring things out in real time.
Roll on Hackathon 2027 👾
Medical super intelligence could arrive within our lifetimes. But behind breakthroughs like this are the people building them. From strategy and scripting to shoot and post-production, we continue our partnership with @microsoftai to bring the story of Copilot Health to life.
Meet MachineX. The decentralized exchange (DEX) where humans and machines trade everything from tokenised robots and DePIN utility tokens to space, time and energy. Built on Peaq’s blockchain technology, it is a peer-to-peer marketplace designed for a new autonomous economy.
The creative is anchored in our brand idea, Human x Machine. At its core is a retro-futurist world building approach, inspired by Star Wars’ Mos Eisley. That world is personified by Dexter, MachineX’s robot mascot. Dexter brings warmth and personality to an otherwise abstract economy. Beep, bop, swap.
Link in bio to explore the full case study.
Founded by Netmarble in 2022, MARBLEX—an immersive Web3 and blockchain gaming platform—wanted to shift their brand focus from tech and innovation to the most important aspect of gaming: fun.
A familiar face from fantasy and gaming held the answer: the Goblin.
This unlikely hero was an unexpected choice to lead a complex Web3 ecosystem, yet perfectly suited to embody the mischievous freedom, joy, and indulgence of gaming. With a new mascot shaping the brand’s DNA, the rest of the identity fell into place—one that is unmistakably fun, very green, and easy to build and scale.
To check out the full case study, click the link in the bio.
