VML, a leading creative network, has launched Brand Design at VML, bringing together its diverse design capabilities under a single umbrella. The new unit will be headed by Robb Smigielski, a 17-year veteran and the chief design officer for North America. The decision to establish Brand Design was driven by a significant increase in demand for design services.
According to VML, the brand design sector has experienced rapid growth, expanding from 10 full-time employees in 2020 to 80 in North America currently. This consolidation unifies resources from legacy VMLY&R and elements of Wunderman Thompson, streamlining and enhancing the agency’s design offerings. Brand Design at VML will offer a wide range of services, including brand design strategy and positioning, brand governance, campaign design, integrated brand design systems, packaging design, and verbal design and tone of voice development.
The capabilities also encompass areas such as brand architecture, branded typeface design, and trademarkable brand naming. Smigielski stressed the significance of great brand design in a statement, highlighting its role in driving business growth by being emotional, memorable, and adaptive. He is backed by a dedicated leadership team, which includes executive design directors Michael Eppelheimer, Hamish McArthur, and Meghan Still; chief strategy officer Ian Davidson; verbal design director Andrew Shephard; and studio director Mike Joosse.
Brand design services at VML
The Brand Design team has already delivered notable projects, such as transforming Dell Technologies’ brand identity, a rebranding project for the Greater Miami Convention & Visitors Bureau, a new font for Intel, and reimagining the identity of Ringling Bros. and Barnum & Bailey.
The agency has also recently secured new client engagements with brands like Ionna, Krispy Kreme, and Spirit Airlines. This initiative aims to add more scale and momentum to a key capability that has significantly contributed to VML’s growth, according to the global chief creative officer. The design clients at VML include major Fortune 50 brands such as Intel and Dell, as well as emerging start-ups.
The studio’s portfolio spans a variety of industries, including healthcare, technology, entertainment, travel, and lifestyle. Over the past four years, the North American team has expanded to over 80 designers and creatives, operating from key agency hubs in Kansas City, New York, Denver, Chicago, and Miami. Their expertise also includes specialized areas such as branded typeface design, brand architecture, and creating trademarkable brand names.
“Brand Design at VML is one of the fastest-growing creative areas at the agency,” said Debbi Vandeven, Global Chief Creative Officer. “By formalizing this operation, we’re able to add more scale and momentum to a key capability that has been a significant driver of VML’s growth.”
This strategic move by VML aims to leverage and amplify its design prowess, providing clients with comprehensive and innovative branding solutions.
