Branding

Sprite

In the early aughts, Sprite Remix was a mainstay within soft drink culture. Bold, youthful and driven by hip-hop energy and remix culture, it resonated strongly with younger consumers before discontinuing in 2005.

In 2025, Coca-Cola tasked Colin and I with a challenging goal — remix the Remix. So we built their 2026 visual identity by blending bold modern energy with Remix’s unmistakable edge. Infused with a sonic theme, we explored design direction rooted in rhythm, motion and self-expression before landing on a system powered by vibrant gradients, bold typography and dynamic photography. The final identity is energetic, expressive and built for everyone — capturing Sprite’s fearless attitude and bringing its flavor and sound to life.

Creative Director, Art & Design: Colin MacDonald

TIAA / EVerbank

In 2022 we were invited to pitch TIAA Bank. The ask was two-fold:
1) win the business
2) oh and also rebrand us pls

Despite what literally everyone says, rebrands aren’t complicated. Determine your building blocks — name, colors, fonts, icons, messaging, tone, etc. — and the rest should organically follow. The “Atomic” framework seen here is a simple but brilliant approach I learned from the fine folks at Campbell Ewald and have used ever since.

Needless to say, we won the pitch.