In their own words
The enemy of a good brand is no longer a bad brand, but one that is just okay.
Our charge, as designers, is to find that sweet spot right on the bleeding edge of innovation.
Nothing says 'laugh away the pain' like a giant billboard on Sunset Boulevard that says, 'If we don't laugh, we die'.
Brands must understand that, in 2025, they need to be more than simply a logo and a colour palette.
The silliness of 2024 will give way to a more meaningful method of release: play.
Brands must understand that, in 2025, they need to be more than simply a logo and a colour palette.
The silliness of 2024 will give way to a more meaningful method of release: play.
Consumers are hungry for brands that represent the tactile, offer immersive worlds, and aren't afraid to get messy and have fun.
Articles & interviews
- How being weird can save branding in 2026
In this Creative Boom insight piece, Mother Design’s Bentzion Goldman argues that branding has become overly safe and forgettable. He calls for a return to creative risk-taking and 'weirdness' in 2026, highlighting recent projects by Cotton Design, Mother Design, and Clue Perfumery as examples of bold, emotionally resonant work. The article positions experimentation and eccentricity as essential to revitalizing brand identity design.
- "Bentzion Goldman Forecasts Branding Trends for the New Year"
In this Creative Boom insight piece, Bentzion Goldman, senior designer at Mother Design, reflects on branding trends from 2024 and forecasts what’s next for 2025. He identifies a shift from 'dopamine design' and AI saturation toward tactile, world-building, and playful branding approaches. The article highlights examples from studios like Koto, Porto Rocha, and Little Troop that embody these emerging directions.
- "Bentzion Goldman Predicts Branding Trends for the Year"
In this Creative Boom feature, Bentzion Goldman, senior designer at Mother Design, reflects on branding trends from 2024 and predicts what’s next for 2025. He identifies a shift from 'dopamine design' and silliness toward tactile, immersive, and playful brand experiences. The article highlights examples from studios like Koto, Porto Rocha, and Little Troop that embody these evolving approaches.