Signals

At the 2024 Paradigms summit in Rome, designers from around the world gathered to explore the future of branding. A key topic was the evolving definition of creativity, especially in the context of AI’s growing influence. Rather than focusing on AI’s challenges, speakers, including agencies like Collins and Porto Rocha, emphasised the importance of human elements like chemistry and intuition in creativity. In an era of brand sameness, they argued that brands must be jarring and provocative to stand out.

Speakers discussed how brands are now acting as entertainers, drawing inspiration from the media and entertainment industry. Ana Andjelic suggested that brands should become cultural entities, creating their own brand universes through collaborations and storytelling. Other highlights included the rise of sonic branding and modular brand identities, as exemplified by Mozilla’s rebranding and Porto Rocha’s adaptable approach to design.

The summit also addressed shifting metrics in branding, stressing emotional connection over measurable metrics like clicks and likes. Ultimately, the event urged brands to build resilience, rethink success and create immersive experiences that transcend traditional marketing, while remaining flexible and future-ready.

Our Paradigms 2024: Future of Branding report unpacks the importance of brand storytelling and the evolving definition of creativity.

AR Urbanism (ARU), a London-based urban design firm, is reshaping new town developments across the UK, focusing on key principles like social infrastructure, sustainability and innovation. With a growing housing crisis, new towns are essential to address the shortage of affordable homes, but successful towns need more than just houses. Social infrastructure such as community spaces, shops and services must be in place from the start, as seen in ARU’s work in Northstowe, Cambridgeshire.

The firm emphasises integrating both old and new infrastructure, balancing emerging technologies like artificial intelligence with traditional urban planning. AI already plays a role in smart infrastructure, monitoring air quality, energy and traffic, but ARU warns against over-reliance on it. For brownfield sites, ARU advocates transforming abandoned land into thriving communities, enhancing cities without encroaching on green spaces.

The urban design firm also embraces the 15-minute city concept, prioritising walkability and reducing car dependency. By promoting local living and creating adaptable, flexible designs, AR Urbanism aims to build future-ready towns that foster resilience and long-term sustainability, ultimately addressing both housing needs and quality of life.

Read the full interview with AR Urbanism now.