Most companies realize having a solid brand identity is just as important as having a good product. But how much thought have some companies put into their logo? Some treat it as an afterthought, while others try to cram too many ideas into it. So, we sat down with a specialist in the field to discover what exactly makes a logo impactful.

Get ready to deep-dive into the story behind De Beers, the diamond mining and trading company that became a monopoly through its emotional marketing strategy, inventing a powerful slogan that defined engagement traditions.

Men’s grooming brand Axe decided to do a total 180 on its branding strategy in 2016. From the “Axe Effect” to “Find Your Magic”, we dive into how a successful brand message became outdated, and how Axe shifted to a completely opposite approach.

Usually, a hotel’s hallways and rooms look similar. But Hotel Puerta América is the very antithesis of this. How did this hotel end up with a completely different world on each floor?