Olivia Atkins
Author, Reporter
Articles & interviews3
- "When Brand Overhauls Succeed or Fail: A Survival Guide"
The article explores the tension between brand evolution and heritage, questioning when total rebrands succeed or fail. Using examples like Tate & Lyle, Cracker Barrel, and Mailchimp, it examines public backlash, nostalgia, and the balance between consistency and innovation. The piece is produced in partnership with Frontify, highlighting the importance of coherent brand management.
- "Maintaining Brand Relevance in a World Craving Novelty"
The article, written in partnership with Frontify, explores how legacy and modern brands maintain cultural relevance through consistent branding. Featuring examples from Burberry, the V&A, John Lewis, Specsavers, and Hinge, it argues that consistency fosters trust and innovation rather than creative stagnation. The piece highlights how these brands balance heritage with reinvention to stay resonant in a fast-changing media landscape.
- "2024's Top Five Branding Moments Highlight Innovation and Nostalgia"
The article, written by Olivia Atkins in partnership with Frontify, highlights five standout branding moments of 2024. It explores how studios like JKR, Little Troop, and Wolff Olins redefined brand identities for clients such as Mozilla, Cliik, and Ubisoft’s Anno, emphasizing themes of nostalgia, playfulness, and human connection. The piece reflects on how brands are balancing innovation and authenticity in a rapidly shifting digital landscape.