COLLINS Leads Launch of Fast Company's REBRAND Series
This spring, Fast Company invited us to help launch a new feature series–REBRAND. The concept? For each upcoming print issue, take something that desperately needs a transformation and reimagine it; new strategy, new story, new name, new identity. Recasting it to play a more meaningful role in building the futures we all hope to see.
These transformations happen all the time, often quietly, and with ambitions that are questionable as frequently as they are helpful. Gambling has become “Gaming.” Junk Bonds re-skinned as “High-Yield.” PFAS are increasingly known, much more memorably, as “Forever Chemicals.” And the Patagonian Toothfish on your menu is now the far more appealing “Chilean Sea Bass - fresh from the clear, icy cold waters off the coast.”
It’s a grab bag.
The intent of REBRAND is to point out that, whatever their angle, these shifts can have a real impact. And to ask the question: How do we turn more of them to the world’s benefit?
For the inaugural topic, Fast Company gave us GMOs. Tricky waters, indeed.
TEAM
Indgila Samad Ali
Dev Valladares
Tom Elia