Amy Bebbington
Brand Director · Creative Director
In their own words
As brand designers, systems are critical for us because they are how we maintain brand consistency.
Articles & interviews
- Six powerful ways to make your next rebrand better
Creative Boom’s article by Tom May summarizes Frontify’s 2026 report 'Rebranding Redefined', which outlines six key strategies for modern rebranding. Drawing insights from studios like JKR, Buck, DIA, and Mozilla, it emphasizes living brand systems, meaningful use of type and color, sonic branding, flexibility, motion integration, and cultural relevance. The piece encourages designers to move beyond static assets and build adaptive, emotionally resonant brands.
- Frontify's Creative Director's Checklist for Effective Brand Building
It’s Nice That and Frontify present 'The Creative Director’s Checklist', a new guide developed with D&AD to help creative leaders streamline brand-building processes. Drawing on a global survey, the piece highlights common challenges like lack of time, alignment, and collaboration, offering structured steps for auditing, refreshing, and future-proofing brands. Insights from Coca-Cola’s Rapha Abreu and Mozilla’s Amy Bebbington illustrate how major brands use organisation and digital tools to sustain creativity.