Hugo Joseph Reveals What Goes Wrong in Most Brand Rebuilds

What this episode covers

Brand designer Hugo Joseph breaks down what really happens behind iconic rebrands — from exploding a brand system to rebuilding it with intention. In this episode, he shares how to decide what stays, what goes, and how to evolve a brand without breaking audience trust. We also explore contrast, extremes, strategy, and why design is never a solo discipline. A masterclass for designers, strategists, and brand‑obsessed creatives.

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