This year was full of fantastic, sharp, witty, memorable, stirring, baffling, exciting, questionable work. At The Subtext, we’re fortunate enough to speak with incredibly talented writers who share their craft, perspective and process with us every day. We’ve gotten behind the scenes peeks into incredible rebrands, brand launches, and campaigns that left us inspired and in awe of the talent + hard work many creatives are bringing to the table. While a few Subtext submissions made it onto this list, we took a broader look at what entered the zeitgeist this year when compiling this round up.
First, let me start by stating a few facts.
1) These are just my opinions, man. I’m not out to dog anyone’s work or intentionally leave anyone out. I’m 100% positive I missed something spectacular (and spectacularly bad).
2) I’m a living, breathing, working creative myself. I know shit happens in the process that waters down great work. Or worse, things get changed post-project without your input or say. So I recognize there’s some nuance missing about how these ideas came to life. On the “bad” side of this list, we can probably just blame it on the new CMO hire. Kidding, sort of.
3) I love writing and writers. I could talk about the work we do for hours. So thank you for reading and indulging me. And if you want more banter and dialogue around this year's round up, tune into a special bonus episode of A Change of Brand.
The Standouts: Verbal Identity
From sharp writing to thoughtful brand voices, these projects nailed verbal identity and stood out from the crowd.
Ooma by Forner
Ooma, magic mushroom microdosing (say that three times fast), recently launched and quickly entered my winner’s list. Every ingredient pulls you in – the sexy name, the smart strategy, the gorgeous writing, the retro wordmark, the warm color palette. I could go on.
Let’s start with the name – it just feels good to say (probably feels good to eat too). The word is plucked directly from shroom and conjures up expressions of delight like “ooh,” but with a feminine twist. The strategy of positioning Ooma as a transformational product for wellbeing and feeling good is quite sound, but the translation into messaging is where it really comes together. The manifesto is a delight from start to finish – subtly building with moments of absolute perfection while also seemingly not trying too hard. “You can get creative with mushrooms as your muse” swoon. No notes.
Lastly, this verbal identity is so successful to me because the idea is crystal clear, yet manifested in a variety of powerful ways. From the tagline, “The Mind Inspired,” to the beautifully enticing headline “An invitation inward,” or the campaign idea of “Look forward to yourself,” Forner’s head of copy and strategy Allison Dobkin managed to signal wellness without going all woo-woo. The whole brand world makes a compelling case that we should all be exploring inward with a little help from some fungi. Consider me sold.
Fluz by Koto
Fluz, a cashback loyalty program and banking app branded by Koto, is the definition of a full send. With a crystal clear strategy and a dials-all-the-way-up approach to verbal and visual branding, Fluz is impossible to ignore. While this balls to the wall identity could have easily gone left, I found the final execution wildly dynamic and sophisticated. There’s a clever mix of all-in energy and well-timed restraint.
The idea of “that winning feeling” is viscerally felt in the brand expression. From the candy-colored palette to the surreal illustrations to the provocative art direction, the whole visual vibe is maxed out. So where does that leave the language? They kept it short. But. made. every. word. count.
The brand idea, “life on max” is brilliant. While max has some negative connotations in the credit space (i.e. maxed out credit cards), Koto managed to sidestep the association and lean into pure unadulterated joy. I imagine this is what the world looks like when a 13-year-old dreams of being an adult with their own money someday – all fun, all play, all go, all the time.
Some favorite lines:
“Earnings on earnings. Stacks on stacks.”
“Stack high. Save big.”
“The award winning feeling of cashback.”
It’s a resounding yes for me, dog.
Tubi by DixonBaxi
Tubi’s voice-first brand identity rejects streaming monotony and unapologetically celebrates personality and personal taste. A free streaming platform with a massive catalog of content could easily play the price card and call it a day. But no, they took a big swing and built their brand as the antithesis of monoculture and leaned hard into personal preference.
This deeply-personal subjectivity is a powerful insight, chock-full of tensions and truth. This strategy also allowed Tubi to lean into their own unique vibe and deliver an expression that you don’t have to like, but you have to respect.
I love how the copy plays off of the movies Tubi’s promoting and doesn’t overtly try to sell anything. They use context to shape language, infusing wit and humor effectively. “They’re right. You can’t buy taste. It’s free.”
Damn. This copy could have been edited down for brevity. It could have led with “free.” But each fragment builds and makes it work. Would love to see more bravery like this from brands in 2025.
Lego by Interbrand
An absolute dream project, Interbrand did exactly what they needed to do and nothing more. Playful, clever, imaginative and conceptual – exactly what you’d want and expect from a Lego brand refresh.
They didn’t swing too hard and lose track of the legacy of Lego. Instead, they built on what people love and brought the magic of play into every element of the identity. For me, this was the perfect marriage of design and copy working as one.
Every billboard, catalog cover and ad has a strong concept that was made better by the strategic design decisions made. Lines like “We have lift off” for a Lego airplane would be placed in the “good, but not great,” camp. But the type is literally lifting off the baseline to evoke a sense of movement and play. The way they placed each word of “A journey into the unknown” into a brick and haphazardly stacked them makes the idea sing. It’s simple, it’s playful, and undeniably Lego.
The Standouts: Campaigns
Clever, bold, and unforgettable - these campaigns got us talking.
Nike Olympics Campaign by Wieden+Kennedy
This one had the whole Subtext community abuzz. The poll we did on Instagram resulted in a clear 50/50 split between fans and haters, which I think is a good sign of interesting work. It took a side, made some enemies, got people thinking. It also didn’t tug at the heartstrings like a lot of Nike ads do (and do well). And I think that choice was a smart one. This is the Olympic stage. The best of the best work their whole lives to compete and win.
It tapped into a real insight – that athletes at this level have to be a little crazy. Competitive doesn’t even begin to describe their ambition. So lines like “I don’t want first. I want first ever.” or “If you don’t want to win, you’ve already lost.” make a lot of sense.
It’s also a beautiful example of how great writing (with some backup support from bold typography and dope photography) can do the lion’s share of the work for a large-scale campaign. It was specific, geographically relevant (“There’s only one souvenir I want from Paris.”) and hard-hitting.
The most controversial line in the mix was “My dream is to end theirs.” This one had the most teeth and probably tipped the balance a bit too far, but I think the sum is greater than this one part. A tip of the hat to the creatives at Weiden+Kennedy who continue to find fresh territory for Nike, even after all these years.
Vinterior by 10 Days
This one was sent to me more than any other brand or campaign, and I see why. It does a lot of things very well – a clear value proposition, a common enemy, and a flawless execution. It’s an overt rebuke of mass-produced, lackluster furniture, yet done with humor and sophistication that doesn’t feel like a cheap take down.
The tagline is flawless, “Good Different,” in its confidence and concision. The out-of-home billboards jam a lot of value into each placement. They showcase products, differentiate their offering, and most importantly, speak to people’s inner desire to be unique. By positioning furniture as a litmus test of how interesting you are, Vinterior seduces the audience toward their way of thinking and living.
Chicago International Film Festival by Ogilvy
A small but mighty campaign celebrating 60 years of the Chicago Film Festival. Placing old movie classics alongside new cinematic hits creates an artful parallel. The campaign idea, “Movies That Move You,” is strong in and of itself, but the real treasure is found in the longer form copy between the anchor headline. The construct of “60 years of…” is also a smart way of reinforcing the legacy of the festival while framing the many feelings or moments evoked across movie genres. Each execution hits a different theme – from coming out to dancing in your seat. All this range, packaged in a tidy formula that just works. Ogilvy gets a standing ovation for this one.
Honorable Mentions
These brands didn’t make the top list, but they still deserve a tip of the hat for smart, creative writing that caught our eye.
WildThingz by How&How - A rebel sweetie brand for kids with a bold voice to match an even bolder design.
Feeld by MadeThought - A verbal and visual identity that celebrates our inner worlds, the joy of the human experience and vivid exploration of kink. The language is tactile, fluid, and feels right.
Daylight Computing Company by The Office of Ordinary Things - Finding fresh territory in the land of tech is no easy feat. Daylight Computing is a cool balance of futurism and humanism, with a sun-drenched warmth that draws you in.
The Fumbles
Not every rebrand or campaign hit the mark. Here, we look at the writing that missed the moment—and the lessons we can take away.
Bumble’s “anti-celibacy” campaign by Bumble
Oof. It brings me no joy to blast Bumble, but it would feel like an obvious omission to not speak on it. But what hasn’t already been said? The campaign was patronizing at its best and dangerous at its worst. While the writing wasn’t successful, the tone was the biggest offender for me. It felt charged and alienating – almost singling women out and shaming them for setting boundaries.
I will say, there seemed to be a solid insight and cultural truth at the heart of this campaign – people are frustrated with the state of dating and would rather take themselves out of the game than play the shitty one going on. There’s an interesting tension in there to push on, but Bumble took a sledgehammer to it.
While they are still picking up the pieces of this mess, I will give credit where it’s due. The backlash was swift and severe, but their apology was swift and sincere. “We made a mistake” is the winning copy line from this one.
Verizon’s rebrand by Turner Duckworth
What is the opposite of sparking joy? Dimming delight? Triggering sadness? Verizon’s new identity does just that. There’s not a single line in the launch materials that doesn’t scream lazy and “I’ve given up after 22 rounds of review”.
Live, work, play. The punchable cousin of live, laugh, love.
My plan, my way. Yawn!
Say hello to internet your way. Straight to jail.
Listen. I don’t blame the writer. The 17 chains of command and endless feedback cycles surely drained the creative batteries. But seriously, just think of all the money Verizon paid for the end result to be…this. It's no wonder you can't find a trace of this work on the TD website. Can you hear me now? Rant over.
Jaguar by Jaguar
I’m not usually one to pile on to a click-baity brand discussion, but this one just stinks to high heaven. To me, it has all the makings of an identity that never quite escaped the concept floor. I can see it now – an avant-garde mood board, a heady conceptual narrative paired with an “out there” art direction. The Jaguar corporate crowd was likely salivating in R1.
But somewhere between round 2 and 20, the idea never materialized into something real. It’s completely contrived, and thus, garish in its attempt to be bold. The writing is desperate for attention, yet does nothing to deserve it. The tone is trying to serve authentic eccentricity but it’s giving pretentious prick.They are obsessed with themselves and it’s hard to watch.
Here's there fragmented voice coming to life on the launch website:
The Jaguar Signature. Symmetry. Simplicity. Statement. Leads with presence. Leaves an impression.
Maker's Mark Leaping forward. Forever. A stamp of provenance. Of excellence.
Artist’s Mark An expression of authenticity.The Jaguar Artist’s Mark. Revolution. In symmetrical form.
Superficial. Contrived. Nonsense. Boldly serving nothing of substance.
The Missed Opportunities
The brands that left me wanting more. The ideas were there, but the execution didn’t fully deliver.
Bose by COLLINS
Listen, COLLINS rarely misses. They are known for bold, thoughtful work that many emulate (or straight up steal) for years after their rebrands. And Bose is an iconic audio brand that’s known for quality and performance. COLLINS did their magic on the design side. They kept the slick wordmark intact but reinvented the brand world around it with immersive photography, bold colorscapes and fast motion design.
But the writing didn’t meet the moment for me. Given the strategy of moving Bose into an “immersive audio” space, I can see how they got here. But the verbal and visual pairing feel off-key. The lines used across the various posters and billboards present more like a scattered assortment of conceptual lines, not a cohesive narrative or compelling brand idea. The best line for me, “Hear the now” would have worked as the anchor point with writing taking a cue from it. I also think it’s worth noting that Gen Z is a big fan of this brand. So this brand refresh would have been a great opportunity to tap into that audience with a fresh perspective on sound. And given COLLINS track record, I’m holding them and their work to a higher standard.
Matheson Food Company by Wedge
A chef’s kiss of a CPG brand that could have packed a big verbal punch, but instead left me hungry for more. Wedge, another award winning studio, brought to life a nostalgia-laden brand for celebrity chef Matty Matheson from hit television show, The Bear. He’s got a big personality, a ton of style and some undeniable rizz. With that kind of charisma, I was expecting more. A wry wink, a play on chef slang, an irreverent tagline. It would have been cool to see his personality better reflected in the tone.
As an aside, the new Ayoh! Sando Sauce by celebrity chef Molly Baz absolutely slaps from a verbal and visual perspective. Way to show ‘em how it’s done, CENTER (special shoutout to the writer behind it, Thomas Pokorn). Verbal deep dive on this one hitting The Subtext soon.
Lollapalooza 2024 by SomeOddPilot
Design is all party, copy is all business. Who forgot to invite a copywriter to this thing? For an iconic music festival, one would assume the creative boundaries would be limitless. Instead of a rip-roaring good time, we got served a snoozefest. A damn shame.
So, there you have it—another year of branding and writing in the books. Despite the noise around AI, layoffs, and shifting industries, the work speaks for itself: creativity is still alive and well. I’m leaving 2024 inspired, energized, and—dare I say—hopeful. Here’s to sharper words, bolder ideas, and the brands that make us pay attention in 2025.
This year was full of fantastic, sharp, witty, memorable, stirring, baffling, exciting, questionable work. At The Subtext, we’re fortunate enough to speak with incredibly talented writers who share their craft, perspective and process with us every day. We’ve gotten behind the scenes peeks into incredible rebrands, brand launches, and campaigns that left us inspired and in awe of the talent + hard work many creatives are bringing to the table. While a few Subtext submissions made it onto this list, we took a broader look at what entered the zeitgeist this year when compiling this round up.
First, let me start by stating a few facts.
1) These are just my opinions, man. I’m not out to dog anyone’s work or intentionally leave anyone out. I’m 100% positive I missed something spectacular (and spectacularly bad).
2) I’m a living, breathing, working creative myself. I know shit happens in the process that waters down great work. Or worse, things get changed post-project without your input or say. So I recognize there’s some nuance missing about how these ideas came to life. On the “bad” side of this list, we can probably just blame it on the new CMO hire. Kidding, sort of.
3) I love writing and writers. I could talk about the work we do for hours. So thank you for reading and indulging me. And if you want more banter and dialogue around this year's round up, tune into a special bonus episode of A Change of Brand.
The Standouts: Verbal Identity
From sharp writing to thoughtful brand voices, these projects nailed verbal identity and stood out from the crowd.
Ooma by Forner
Ooma, magic mushroom microdosing (say that three times fast), recently launched and quickly entered my winner’s list. Every ingredient pulls you in – the sexy name, the smart strategy, the gorgeous writing, the retro wordmark, the warm color palette. I could go on.
Let’s start with the name – it just feels good to say (probably feels good to eat too). The word is plucked directly from shroom and conjures up expressions of delight like “ooh,” but with a feminine twist. The strategy of positioning Ooma as a transformational product for wellbeing and feeling good is quite sound, but the translation into messaging is where it really comes together. The manifesto is a delight from start to finish – subtly building with moments of absolute perfection while also seemingly not trying too hard. “You can get creative with mushrooms as your muse” swoon. No notes.
Lastly, this verbal identity is so successful to me because the idea is crystal clear, yet manifested in a variety of powerful ways. From the tagline, “The Mind Inspired,” to the beautifully enticing headline “An invitation inward,” or the campaign idea of “Look forward to yourself,” Forner’s head of copy and strategy Allison Dobkin managed to signal wellness without going all woo-woo. The whole brand world makes a compelling case that we should all be exploring inward with a little help from some fungi. Consider me sold.
Fluz by Koto
Fluz, a cashback loyalty program and banking app branded by Koto, is the definition of a full send. With a crystal clear strategy and a dials-all-the-way-up approach to verbal and visual branding, Fluz is impossible to ignore. While this balls to the wall identity could have easily gone left, I found the final execution wildly dynamic and sophisticated. There’s a clever mix of all-in energy and well-timed restraint.
The idea of “that winning feeling” is viscerally felt in the brand expression. From the candy-colored palette to the surreal illustrations to the provocative art direction, the whole visual vibe is maxed out. So where does that leave the language? They kept it short. But. made. every. word. count.
The brand idea, “life on max” is brilliant. While max has some negative connotations in the credit space (i.e. maxed out credit cards), Koto managed to sidestep the association and lean into pure unadulterated joy. I imagine this is what the world looks like when a 13-year-old dreams of being an adult with their own money someday – all fun, all play, all go, all the time.
Some favorite lines:
“Earnings on earnings. Stacks on stacks.”
“Stack high. Save big.”
“The award winning feeling of cashback.”
It’s a resounding yes for me, dog.
Tubi by DixonBaxi
Tubi’s voice-first brand identity rejects streaming monotony and unapologetically celebrates personality and personal taste. A free streaming platform with a massive catalog of content could easily play the price card and call it a day. But no, they took a big swing and built their brand as the antithesis of monoculture and leaned hard into personal preference.
This deeply-personal subjectivity is a powerful insight, chock-full of tensions and truth. This strategy also allowed Tubi to lean into their own unique vibe and deliver an expression that you don’t have to like, but you have to respect.
I love how the copy plays off of the movies Tubi’s promoting and doesn’t overtly try to sell anything. They use context to shape language, infusing wit and humor effectively. “They’re right. You can’t buy taste. It’s free.”
Damn. This copy could have been edited down for brevity. It could have led with “free.” But each fragment builds and makes it work. Would love to see more bravery like this from brands in 2025.
Lego by Interbrand
An absolute dream project, Interbrand did exactly what they needed to do and nothing more. Playful, clever, imaginative and conceptual – exactly what you’d want and expect from a Lego brand refresh.
They didn’t swing too hard and lose track of the legacy of Lego. Instead, they built on what people love and brought the magic of play into every element of the identity. For me, this was the perfect marriage of design and copy working as one.
Every billboard, catalog cover and ad has a strong concept that was made better by the strategic design decisions made. Lines like “We have lift off” for a Lego airplane would be placed in the “good, but not great,” camp. But the type is literally lifting off the baseline to evoke a sense of movement and play. The way they placed each word of “A journey into the unknown” into a brick and haphazardly stacked them makes the idea sing. It’s simple, it’s playful, and undeniably Lego.
The Standouts: Campaigns
Clever, bold, and unforgettable - these campaigns got us talking.
Nike Olympics Campaign by Wieden+Kennedy
This one had the whole Subtext community abuzz. The poll we did on Instagram resulted in a clear 50/50 split between fans and haters, which I think is a good sign of interesting work. It took a side, made some enemies, got people thinking. It also didn’t tug at the heartstrings like a lot of Nike ads do (and do well). And I think that choice was a smart one. This is the Olympic stage. The best of the best work their whole lives to compete and win.
It tapped into a real insight – that athletes at this level have to be a little crazy. Competitive doesn’t even begin to describe their ambition. So lines like “I don’t want first. I want first ever.” or “If you don’t want to win, you’ve already lost.” make a lot of sense.
It’s also a beautiful example of how great writing (with some backup support from bold typography and dope photography) can do the lion’s share of the work for a large-scale campaign. It was specific, geographically relevant (“There’s only one souvenir I want from Paris.”) and hard-hitting.
The most controversial line in the mix was “My dream is to end theirs.” This one had the most teeth and probably tipped the balance a bit too far, but I think the sum is greater than this one part. A tip of the hat to the creatives at Weiden+Kennedy who continue to find fresh territory for Nike, even after all these years.
Vinterior by 10 Days
This one was sent to me more than any other brand or campaign, and I see why. It does a lot of things very well – a clear value proposition, a common enemy, and a flawless execution. It’s an overt rebuke of mass-produced, lackluster furniture, yet done with humor and sophistication that doesn’t feel like a cheap take down.
The tagline is flawless, “Good Different,” in its confidence and concision. The out-of-home billboards jam a lot of value into each placement. They showcase products, differentiate their offering, and most importantly, speak to people’s inner desire to be unique. By positioning furniture as a litmus test of how interesting you are, Vinterior seduces the audience toward their way of thinking and living.
Chicago International Film Festival by Ogilvy
A small but mighty campaign celebrating 60 years of the Chicago Film Festival. Placing old movie classics alongside new cinematic hits creates an artful parallel. The campaign idea, “Movies That Move You,” is strong in and of itself, but the real treasure is found in the longer form copy between the anchor headline. The construct of “60 years of…” is also a smart way of reinforcing the legacy of the festival while framing the many feelings or moments evoked across movie genres. Each execution hits a different theme – from coming out to dancing in your seat. All this range, packaged in a tidy formula that just works. Ogilvy gets a standing ovation for this one.
Honorable Mentions
These brands didn’t make the top list, but they still deserve a tip of the hat for smart, creative writing that caught our eye.
WildThingz by How&How - A rebel sweetie brand for kids with a bold voice to match an even bolder design.
Feeld by MadeThought - A verbal and visual identity that celebrates our inner worlds, the joy of the human experience and vivid exploration of kink. The language is tactile, fluid, and feels right.
Daylight Computing Company by The Office of Ordinary Things - Finding fresh territory in the land of tech is no easy feat. Daylight Computing is a cool balance of futurism and humanism, with a sun-drenched warmth that draws you in.
The Fumbles
Not every rebrand or campaign hit the mark. Here, we look at the writing that missed the moment—and the lessons we can take away.
Bumble’s “anti-celibacy” campaign by Bumble
Oof. It brings me no joy to blast Bumble, but it would feel like an obvious omission to not speak on it. But what hasn’t already been said? The campaign was patronizing at its best and dangerous at its worst. While the writing wasn’t successful, the tone was the biggest offender for me. It felt charged and alienating – almost singling women out and shaming them for setting boundaries.
I will say, there seemed to be a solid insight and cultural truth at the heart of this campaign – people are frustrated with the state of dating and would rather take themselves out of the game than play the shitty one going on. There’s an interesting tension in there to push on, but Bumble took a sledgehammer to it.
While they are still picking up the pieces of this mess, I will give credit where it’s due. The backlash was swift and severe, but their apology was swift and sincere. “We made a mistake” is the winning copy line from this one.
Verizon’s rebrand by Turner Duckworth
What is the opposite of sparking joy? Dimming delight? Triggering sadness? Verizon’s new identity does just that. There’s not a single line in the launch materials that doesn’t scream lazy and “I’ve given up after 22 rounds of review”.
Live, work, play. The punchable cousin of live, laugh, love.
My plan, my way. Yawn!
Say hello to internet your way. Straight to jail.
Listen. I don’t blame the writer. The 17 chains of command and endless feedback cycles surely drained the creative batteries. But seriously, just think of all the money Verizon paid for the end result to be…this. It's no wonder you can't find a trace of this work on the TD website. Can you hear me now? Rant over.
Jaguar by Jaguar
I’m not usually one to pile on to a click-baity brand discussion, but this one just stinks to high heaven. To me, it has all the makings of an identity that never quite escaped the concept floor. I can see it now – an avant-garde mood board, a heady conceptual narrative paired with an “out there” art direction. The Jaguar corporate crowd was likely salivating in R1.
But somewhere between round 2 and 20, the idea never materialized into something real. It’s completely contrived, and thus, garish in its attempt to be bold. The writing is desperate for attention, yet does nothing to deserve it. The tone is trying to serve authentic eccentricity but it’s giving pretentious prick.They are obsessed with themselves and it’s hard to watch.
Here's there fragmented voice coming to life on the launch website:
The Jaguar Signature. Symmetry. Simplicity. Statement. Leads with presence. Leaves an impression.
Maker's Mark Leaping forward. Forever. A stamp of provenance. Of excellence.
Artist’s Mark An expression of authenticity.The Jaguar Artist’s Mark. Revolution. In symmetrical form.
Superficial. Contrived. Nonsense. Boldly serving nothing of substance.
The Missed Opportunities
The brands that left me wanting more. The ideas were there, but the execution didn’t fully deliver.
Bose by COLLINS
Listen, COLLINS rarely misses. They are known for bold, thoughtful work that many emulate (or straight up steal) for years after their rebrands. And Bose is an iconic audio brand that’s known for quality and performance. COLLINS did their magic on the design side. They kept the slick wordmark intact but reinvented the brand world around it with immersive photography, bold colorscapes and fast motion design.
But the writing didn’t meet the moment for me. Given the strategy of moving Bose into an “immersive audio” space, I can see how they got here. But the verbal and visual pairing feel off-key. The lines used across the various posters and billboards present more like a scattered assortment of conceptual lines, not a cohesive narrative or compelling brand idea. The best line for me, “Hear the now” would have worked as the anchor point with writing taking a cue from it. I also think it’s worth noting that Gen Z is a big fan of this brand. So this brand refresh would have been a great opportunity to tap into that audience with a fresh perspective on sound. And given COLLINS track record, I’m holding them and their work to a higher standard.
Matheson Food Company by Wedge
A chef’s kiss of a CPG brand that could have packed a big verbal punch, but instead left me hungry for more. Wedge, another award winning studio, brought to life a nostalgia-laden brand for celebrity chef Matty Matheson from hit television show, The Bear. He’s got a big personality, a ton of style and some undeniable rizz. With that kind of charisma, I was expecting more. A wry wink, a play on chef slang, an irreverent tagline. It would have been cool to see his personality better reflected in the tone.
As an aside, the new Ayoh! Sando Sauce by celebrity chef Molly Baz absolutely slaps from a verbal and visual perspective. Way to show ‘em how it’s done, CENTER (special shoutout to the writer behind it, Thomas Pokorn). Verbal deep dive on this one hitting The Subtext soon.
Lollapalooza 2024 by SomeOddPilot
Design is all party, copy is all business. Who forgot to invite a copywriter to this thing? For an iconic music festival, one would assume the creative boundaries would be limitless. Instead of a rip-roaring good time, we got served a snoozefest. A damn shame.
So, there you have it—another year of branding and writing in the books. Despite the noise around AI, layoffs, and shifting industries, the work speaks for itself: creativity is still alive and well. I’m leaving 2024 inspired, energized, and—dare I say—hopeful. Here’s to sharper words, bolder ideas, and the brands that make us pay attention in 2025.
Further Reading
.avif)
