Because good branding is everywhere—once you know where to look

Branding isn’t just about logos and pretty hotel lobbies (though you know I love those). It’s the energy of a place, the story a company tells without saying a word. It shows up in the glassware at a bar, the playlist on a plane, the fabric of a uniform, even the menu font that makes you smile before the food arrives.

Up until now, I’ve mostly geeked out on branding through architecture and design. But honestly? The world is way too full of juicy ideas to stop there. Restaurants, fabulous bars, airlines, travel companies… even retail, fashion, landscaping, and yes, those little details like packaging and printed menus that can make or break a vibe. Oh, and let’s not forget distribution—because you can’t build magic on an OTA.

So, here’s the plan: I’ll bring you along whenever something catches my eye. The quirky, the clever, the beautiful, the unexpected. First up? Eurostar’s new uniforms—complete with green Dr. Martens and graffiti-print neckerchiefs. Inclusive, fresh, and with just the right dose of cheekiness. In other words: great branding.

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