Collins
COLLINS is a San Francisco–based branding and design agency recognized as a seven-time Ad Age Agency of the Year and D&AD honoree. Founded by Leland Maschmeyer and Brian Collins, the studio partners with visionary leaders to move their companies upmarket through strategy, design, and storytelling. Their multidisciplinary team blends commercial clarity with creative imagination to redefine brand value and cultural relevance. Notable collaborations include the San Francisco Symphony and other global institutions. With nearly two decades of practice, COLLINS continues to craft transformative brand systems that make businesses more differentiated, desired, and valuable.
https://www.wearecollins.com/
San Francisco, United States
34 Cases
Cases
- Aldo
- Brand Identity Redesign For Aldo
- Fashion, Packaging, Photography, Retail
- Anson Calder
- Brand Elevation And Visual Identity For Anson Calder
- Fashion, Leather, Luxury, Product
- Babyganics
- Brand Repositioning For Babyganics
- Experience, Marketing, Packaging
- Bose
- Global Brand Repositioning For Bose
- Audio, Evolution, Expression, Immersion, Innovation, Partnership
News & interviews
- The metallic graphics of Jump Jirakaweekul are rooted in the ancient but feel sharp and current
It's Nice That · Apr 7, 2026
The article profiles New York-based designer Jump Jirakaweekul, whose metallic, symbol-laden graphics merge ancient motifs with modern digital aesthetics. Known for collaborations with Collins on Twitch’s branding, Jump’s work explores the intersection of structure and expression through vector-based illustration and mythological imagery.
- HIRUKI’s Julen Saenz on why small teams can deliver global brand work
The Brand Identity · Feb 2, 2026 · Interview
The Brand Identity interviews Julen Saenz, founder of HIRUKI Design House, about his transition from major agencies like Apple and Google Creative Lab to launching his own small, collaborative studio. He discusses how small teams can deliver global-scale brand work by treating design as an art form and focusing on emotional resonance. Saenz outlines HIRUKI’s philosophy, process, and belief in crafting brands that evoke genuine feelings.
HIRUKI Design HouseAppleGoogle Creative Labbranding - A year in review: how 2025 changed who we are and how we work
Creative Boom · Dec 19, 2025
Creative Boom editor Katy Cowan reflects on 2025, a year marked by challenges in the creative industry and a renewed focus on human connection. She recounts launching The Studio, a thriving online community, expanding into real-world events, and growing Creative Boom’s YouTube and podcast presence. The piece highlights adaptation to AI, collaboration with Love & Logic on social strategy, and the importance of authenticity and community in creative work.
Creative BoomLove & LogicStckmndigital - OpenAI’s Indgila Samad Ali on what remains human in design
The Brand Identity · Nov 20, 2025 · Interview
The Brand Identity interviews OpenAI designer Indgila Samad Ali about her journey from Moscow to COLLINS and now OpenAI, exploring how she balances technology and humanity in design. She discusses her cultural influences, the emotional power of form, and her approach to designing at scale for AI-driven platforms. The conversation also revisits her work on the Muse Group identity and her belief in preserving human intuition within technological processes.
- "Brian Collins Explores Creativity on The Spark Podcast"
Creative Boom · Oct 30, 2025 · Interview
Episode 174 of Creative Boom's 'The Spark' podcast features Brian Collins, co-founder of COLLINS, in a lighthearted conversation with host Katy Cowan. The discussion explores his creative philosophy, personal quirks, and reflections on design, playfulness, and inspiration. The episode offers a candid and humorous look at the designer behind one of the industry's most celebrated studios.
COLLINSother - Brian Collins
Creative Boom · Oct 27, 2025 · Interview
In this Creative Boom Podcast episode, Katy Cowan interviews Brian Collins, co-founder of COLLINS, about creativity, resilience, and the evolving role of design. Collins discusses his 'second dragon' philosophy, lessons from his career, and his perspective on AI as a creative partner. The conversation blends personal storytelling with insights into the future of creativity.
- Collins Launches New Climate Movement Identity Inspired by Sunshine's Healing Power
It's Nice That · Oct 6, 2025
Collins has created the identity for Sun Day, a new global climate movement founded by Bill McKibben and Denis Hayes. The design features an incomplete sun logo that invites public participation, supported by a custom typeface developed with Commercial Type and a digital platform built by garden3d. The project emphasizes collective action and the healing power of solar energy through a flexible, community-driven identity system.
- "Creative Boom Podcast Season 10 Launches with Video Option"
Creative Boom · Oct 1, 2025
Creative Boom announces the return of its podcast for Season 10, now available in video format for the first time. Hosted by Katy Cowan, the season features an impressive lineup of creative industry figures including Brian Collins, Pum Lefebure, and Jeff Staple, with sponsorship from paper manufacturer James Cropper. The new season emphasizes authentic conversations about creative careers and the evolving design landscape.
- "Dancing In Utopia: A Glimpse into China's Public Square Dancing Culture"
It's Nice That · Sep 29, 2025
The article profiles Selina Kehuan Wu’s photobook 'Dancing In Utopia', which documents the communal practice of public square dancing in China. Combining photography, design, and cultural reflection, the book explores themes of memory, identity, and generational connection through vivid imagery and layered visual storytelling. Wu, a designer at Collins, uses the project to bridge her personal and cultural histories.
Collinseditorial - "When Brand Overhauls Succeed or Fail: A Survival Guide"
It's Nice That · Sep 4, 2025
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.
- New Branding for Muse Group by Collins
BP&O · Aug 5, 2025
BP&O reviews Collins’ new brand identity for Muse Group, a suite of music creation platforms including Audacity and MuseScore. The rebrand unifies the company’s products under a cohesive visual system inspired by musical structure and improvisation, featuring a custom typeface family and motion-led assets. Richard Baird praises the expressive, modular design but notes challenges in rollout and in-house implementation.
- Collins Rebrands Muse Group to Inspire Next-Gen Musicians
Creative Boom · Jul 29, 2025
Creative Boom reports on Collins' rebrand of Muse Group, the company behind music tools like Ultimate Guitar and Audacity. The new identity positions Muse as a 'Creative Fluency Company' focused on helping musicians bridge the gap between ambition and ability. The rebrand includes a unified visual system inspired by musical expression and motion, aligning Muse’s diverse products under one cohesive brand.
- Collins Rebrands Muse Group, Capturing Essence of Music Experience
It's Nice That · Jul 22, 2025
Collins has rebranded Muse Group, the company behind music apps like Ultimate Guitar and MuseScore, with a new identity inspired by the physics and emotion of sound. The project introduces a custom typeface family, Muse Display, and a dynamic visual system that captures the essence of musical experience rather than genre. Through geometric abstraction and motion, the rebrand unifies Muse Group’s products under a shared philosophy of 'creative fluency'.
- COLLINS House: A Space of Bold Inclusion at Cannes Lions
Creative Boom · Jul 2, 2025 · Interview
Creative Boom interviews Brian Collins about COLLINS House, a welcoming and inclusive space at Cannes Lions designed to foster connection among creatives of all levels. The article explores his philosophy on design as a force for possibility and his desire to create a non-hierarchical environment for emerging talent. It highlights COLLINS House as a counterpoint to the corporate atmosphere of Cannes, celebrating openness and community.
- COLLINS Revamps OFFF Identity with Physics-Inspired Design
The Brand Identity · Jun 23, 2025
COLLINS has rebranded the global creative festival OFFF with an identity inspired by physics and magnetism. The new system visualizes attraction and projection as dual forces, expressed through motion, typography, and a reimagined logo. The project reflects OFFF’s evolution into a global creative hub while maintaining its Barcelona roots.
- Mythology Leads Major Rebrand for Personal Care Brand Harry's
The Brand Identity · May 14, 2025
The Brand Identity features Mythology’s rebrand of personal care brand Harry’s, marking its first major visual overhaul in 12 years. The New York studio, collaborating with COLLINS, introduced a bold electric blue palette, a custom flared serif wordmark by typographer Sunny Park, and refined packaging to reflect Harry’s evolution beyond razors. The new identity balances modernity and warmth, signaling the brand’s maturity while retaining its approachable personality.
- "Five Serif Typefaces Redefining Brand Identities"
The Brand Identity · Apr 10, 2025
The article by Poppy Thaxter highlights five serif typefaces—Domaine, GT Alpina, Panama, ABC Gaisyr, and ABC Arizona—that have made a strong impression across recent brand identity projects. It showcases how various studios have applied these fonts in branding for clients across art, hospitality, technology, and culture sectors. The piece emphasizes the expressive and enduring qualities of serif typography in contemporary design.
- "Top Podcasts for Creative Inspiration in 2025"
Creative Boom · Mar 18, 2025
Creative Boom’s 2025 roundup by Tom May highlights standout podcasts that offer inspiration and practical advice for creative professionals. The article features shows hosted by Liz Mosley, Tom Froese, Katy Cowan, Clare Blyth, Giuseppe Castellano, and Ian Chillag, each offering unique perspectives on design, illustration, and creative life. It emphasizes authenticity, community, and insight as key qualities uniting these podcasts.
- OFFF Barcelona Marks 25th Year with Biggest Edition Yet
Creative Boom · Feb 18, 2025
Creative Boom reports that OFFF Barcelona will celebrate its 25th anniversary in 2025 with its most ambitious edition yet, featuring a new brand identity by COLLINS. The festival will expand city-wide with public installations, workshops, and talks by leading creatives including DixonBaxi, Territory Studio, and Ines Alpha. The rebrand reflects OFFF’s evolution into a global hub for design and digital culture.
- "2024's Top 25 Graphic Designs Revealed: Trends and Surprises"
It's Nice That · Dec 17, 2024
It’s Nice That’s annual ‘Review of the Year’ highlights 2024’s top 25 graphic design stories, spanning rebrands, typographic debates, and nostalgic visual trends. The roundup features projects from studios like Collins, Studio Frith, and Little Troop, as well as commentary on industry issues such as unpaid pitching and the use of mockups. The article reflects a year defined by retro aesthetics, thoughtful branding, and critical reflection on design culture.
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