Founder · Strategy Director
Not just a patch, but a full patchwork.
Well done team Collins. A notable shift from ‘buttoned-up militance’ to ‘expressive free-form’.
Strategy gives function to form. It front-ends the design process to validate, challenge and add value to the client brief.
The Brand Identity’s May 2025 edition of The Edit spotlights five global design projects. Highlights include Dani Sampson and Marcus Cheong’s mythologically inspired water brand STYX, Faith Studio’s sustainable identity for Label-Up, KUYA’s campaign for Floyd Mayweather’s supplement brand, TRiC’s refined refresh for BASSIKE, and Tino Nyman and Yatofu’s vibrant packaging for EnjoyaBowl. Each project showcases distinct approaches to storytelling, typography, and materiality.
BP&O’s Dani Sampson reviews Collins’ rebrand for the Girl Scouts of the USA, describing it as a vibrant, fashion-influenced identity that modernizes the organization for Gen Z. The project celebrates individuality and community through a patchwork-inspired design system, updated apparel, and expressive visual language. Sampson praises Collins for transforming the brand from rigid tradition to a lively, inclusive lifestyle identity.
The Brand Identity’s feature, part of its A Paper series with Antalis Creative Power, explores the relationship between strategy and design. Through interviews with strategists and creative leaders from Two Times Elliott, The District, and Mother Design, the article discusses how strategic thinking shapes, supports, and enhances the creative process. The conversation highlights the balance between structure and creativity and the importance of integrating strategy within design practice.