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A Change of Brand

A Change of Brand

By: Blake Howard
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About this listen

A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate and inspire others facing a change of brand.

© 2025 A Change of Brand Art Economics Marketing Marketing & Sales
Episodes
  • Amazon with Arthur Foliard

    Amazon with Arthur Foliard
    Sep 9 2025

    Amazon is the world’s largest online retailer, home to a vast catalogue of categories and sub-brands. But as the company expanded, its brand architecture became increasingly fragmented. To bring clarity and cohesion, Amazon turned to Koto. Executive Creative Director Arthur Foliard shares how he and his team rebranded 50 sub-brands across 15 global markets—touching everything from visual identity systems to the Amazon logo itself.


    To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.


    Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
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    1 hr and 7 mins
  • Walmart with Tosh Hall and David Hartman

    Walmart with Tosh Hall and David Hartman
    Sep 2 2025

    Walmart is one of the largest retailers in the world. With 4700 stores, thousands of fleet vehicles, and countless assets online, there’s no chance a rebrand could be an overnight flip of the switch. It would have to be an evolution. Tosh Hall, Chief Creative Officer at JKR, and David Hartman, VP of Creative for Walmart speak to how they approached a brand refresh for a company of this scale.

    To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.

    Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
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    1 hr and 6 mins
  • Utah Mammoth with Ben Barnes

    Utah Mammoth with Ben Barnes
    Aug 26 2025

    How many projects require three brands to be developed within a year? For Utah’s newest professional sports team, they needed visuals for the announcement of getting a hockey team, the temporary Utah Hockey Club, and finally the Utah Mammoth. Ben Barnes, Senior Brand Director at the Utah Jazz and Utah Mammoth, shares how he and his team navigated this mammoth of a branding project.

    To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.

    Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
    Show More Show Less
    47 mins
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