'The goal is emotional resonance’: how to create a standout brand in 2025

RSPCA new branding
(Image credit: RSPCA)

The world of branding is constantly developing, and no agency knows that quite like JKR – 2025's Best of Show Brand Impact Award winner. Founded in 1990, Jones Knowles Ritchie has been at the epicentre of branding excellence for decades, shaping leading design as we know it, but as consumer tastes evolve and technology rapidly advances, today's creative sphere is more variable than ever.

Ahead of this year's Brand Impact Awards, I sat down with JKR's executive creative director (and BIA's judge), Stuart Radford, alongside fellow ECD Ricardo Bezerra, to explore the evolution of branding. Together, we discussed how social media has influenced the industry, how brands need to embrace evolution, and what it takes to create iconic brands in 2025.

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Natalie Fear
Staff Writer

Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot). 

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