Paradigms 2024: Combining tradition with innovation in branding

Day one of Paradigms 2024 was both high-energy and thoughtful, with speakers who challenged how branding can reconcile the tension between tradition and change in an ever-fluid reality.

Opening remarks by Michele Romano

Michele Romano, legal counsel at Frontify, kicked off with an ode to Rome, calling it the Eternal City—a place that has repeatedly reinvented itself while staying faithful to its artistic and cultural essence. He compared Rome’s capacity to endure and adapt to the building blocks of timeless brands: authenticity, durability, and the knack for evolving without losing character.

Pophouse Entertainment and Music Legacies

Next, Claire Houghton-Price and Kim Nystrom from Pophouse Entertainment discussed how they transform iconic musicians into living cultural brands. By maintaining close ties with artists and estates, Pophouse breathes new life into legendary music acts, reintroducing them to fresh audiences. It’s a strategy that shows how old classics can be revived to remain rooted in popular culture.

Porto Rocha’s take on design

Leo Porto and Felipe Rocha of Porto Rocha then offered a look at their design philosophy. Their studio relies on honouring conventional design rules while simultaneously testing boundaries. They illustrated how carefully balancing tradition and contemporary style results in brands that feel substantial and enduring—yet are undeniably relevant.

Panel discussion by Ask Us for Ideas (AUFI)

In a panel led by Nick Bell, participants included Bomo Piri (Native Instruments), Iona Carter (Wise), Jolyon Varley (OK Cool), and Leo Porto. They talked about choice architecture and usability, fielding questions from the crowd that pushed them to dig deeper.

Varley mentioned that the best creative work leaves a lasting impression—similar to that one film or song you can’t forget. And the group widely agreed: true creativity is about forging genuine connections, not just chasing quick engagement stats.

Culturally contextual brands with Ana Andjelic

Ana Andjelic (brand strategist) argued that brands must immerse themselves in cultural narratives to remain meaningful. She described how cultural ties go beyond a passing fad—they’re indispensable for brands seeking real alignment with today’s audiences. By weaving brand identity into broader cultural topics, companies can become part of everyday life rather than just noise in someone’s social feed.

Giorgia Lupi’s data humanism

As a Pentagram partner, Giorgia Lupi showcased her humanistic approach to data visualisation. Using stories from her own career, she explained how turning raw data into compelling visuals can uncover the heartfelt stories behind the numbers. This personal focus disrupts the view of data as cold statistics, instead shining a light on the very human narratives they represent.

Mozilla’s brand evolution by JKR

Lisa Smith and Amy Bebbington from JKR rounded off the day with Mozilla’s rebranding story. They aimed to reconnect Mozilla with its activism-oriented origins, emphasising internet openness and accessibility. Their long-term perspective on brand evolution reaffirmed that authenticity, when woven into design and communication, helps a brand remain influential—particularly in a digital world that’s constantly shifting.