How to build a global reputation overnight

Koto team standing in a courtyard

Rebranding a global giant like Fanta, across all languages and territories, would be a major task for most large agencies. For Koto, it was one of the first jobs on the slate – and the studio rose to the challenge, putting it firmly on the radar of its peers. 

Koto was founded in 2015 by James Greenfield, Jowey Roden (both formerly at DesignStudio) and Caroline Matthews (former MD at Rupert Ray and Airside, where she worked with Greenfield). "We realised there weren't many people working at the intersection of brand and product," explains Greenfield, who headed up the major Airbnb rebrand while at DesignStudio.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.