Creative agency VML has launched Brand Design at VML, a studio specializing in powering brand growth through design. Brand Design at VML aggregates the agency’s robust capabilities in design positioning, visual and verbal identity systems, and brand governance. Leading the North America group will be Robb Smigielski, chief design officer for North America.
While VML has always had a design capability, the growth and demand for these services has led to the launch of a formal and distinct market offering to compete with leading independent design studios. The newly formed studio has a work lineage which spans a wide range of industries from healthcare and technology to entertainment, travel, and lifestyle. Recent new client engagements include Spirit Airlines, Krispy Kreme, and Ionna. Over the last four years, the North American team has grown to 80+ designers and creatives, and operates from agency hubs in Kansas City, New York, Denver, Chicago, and Miami.
Brand Design at VML offers a suite of services that covers the full spectrum of brand design needs, including brand design strategy and positioning, integrated brand design systems, verbal design and tone of voice development, packaging design, and campaign design. The studio’s capabilities also extend to highly specialized areas like branded typeface design, brand architecture, and trademarkable brand naming.
“Brand Design at VML is one of the fastest growing creative areas at VML and is at the heart of our mission to create connected brands that drive growth,” said Debbi Vandeven, global chief creative officer. “By formalizing the Brand Design at VML studio even more, it allows us to add more scale and momentum to a key capability that has been such a big driver of VML growth. Through VML’s integrated model, we’ve combined strong brand design with exceptional brand and customer experiences. Robb and his team are leading the charge, making design a powerful and differentiating force for connected brands in today’s marketplace.”
Smigielski is a 17-year veteran of VML. Before taking the role of chief design officer for North America in 2020, Smigielski directed design, advertising, and digital experience projects for VML clients across North America and the U.K. including Bentley, Xbox, Microsoft, Nintendo, Colgate, Kashi and House of Marley. His work on Intel One Mono typeface, developed in partnership with Frere-Jones Type, improved legibility for visually impaired developers and garnered industry recognition from Cannes Lions, SXSW, Type Directors Club and more.
“The studio’s capability offers comprehensive brand design for all of VML’s clients,” said Smigielski. “We have been able to demonstrate to clients that branding must be emotional, memorable, and adaptive–to see brand design as one of their biggest areas of distinction and connection. We’ve helped show how great brand design is a critical element in powering business growth.”
Joining Smigielski on the team are executive design directors Michael Eppelheimer, Hamish McArthur and Meghan Still; chief strategy officer Ian Davidson; verbal design director Andrew Shephard; and studio director Mike Joosse.
