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Branding Innovation
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Timeless Brands
Future of Branding
Cultural Storytelling
Branding Innovation
Creative Design
Timeless Brands
Future of Branding
Cultural Storytelling
ARTICLE #122
Paradigms 2024: Combining tradition with innovation in branding


Branding Innovation
Creative Design
Timeless Brands
Future of Branding
Cultural Storytelling
Branding Innovation
Branding Innovation
Creative Design
Creative Design
Timeless Brands
Timeless Brands
Future of Branding
Future of Branding
Cultural Storytelling
Written by:
7 min read
Updated on: November 13, 2024
Toni Hukkanen
Head of Design

Creative Direction, Brand Direction
Toni Hukkanen
Head of Design

Creative Direction, Brand Direction
From 24 to 25 September, Paradigms 2024 turned Rome into a hotspot for branding aficionados looking to reimagine the future of brand experience. Since its founding in 2022, Paradigms has turned into a can’t-miss event for creative minds looking to explore new directions in branding.
The summit took place at the historic Acquario Romano (also known as Casa dell’Architettura)—once an 1887 aquarium designed by Ettore Bernich, now blending classic architecture with modern design.
And what better city than Rome—a cultural powerhouse built on centuries of storytelling—to spark conversations on brand strategy and design? With the Eternal City’s timeless aura as inspiration, Paradigms 2024 united tradition and innovation in an atmosphere so dynamic it almost felt alive. Attendees explored new ideas, traded insights, and left ready to shape the next chapter in modern branding.
From 24 to 25 September, Paradigms 2024 turned Rome into a hotspot for branding aficionados looking to reimagine the future of brand experience. Since its founding in 2022, Paradigms has turned into a can’t-miss event for creative minds looking to explore new directions in branding.
The summit took place at the historic Acquario Romano (also known as Casa dell’Architettura)—once an 1887 aquarium designed by Ettore Bernich, now blending classic architecture with modern design.
And what better city than Rome—a cultural powerhouse built on centuries of storytelling—to spark conversations on brand strategy and design? With the Eternal City’s timeless aura as inspiration, Paradigms 2024 united tradition and innovation in an atmosphere so dynamic it almost felt alive. Attendees explored new ideas, traded insights, and left ready to shape the next chapter in modern branding.
Toni Hukkanen’s perspective on Paradigms 2024
Toni Hukkanen’s perspective on Paradigms 2024
Toni Hukkanen, owner and Head of Design at FOR® Agency, spoke about Paradigms 2024 with genuine enthusiasm:
“Paradigms is truly an exceptional event—one of the best in the industry. Everything, from the venue and catering to the calibre of attendees, is at an extremely high level. You’re surrounded by folks who live and breathe branding, which generates a one-of-a-kind energy.
Every aspect, from session topics to speaker curation, feels meticulously planned. Honestly, it’s the most impressively organised event I’ve ever seen. It’s almost like walking onto a film set.”
Toni Hukkanen, owner and Head of Design at FOR® Agency, spoke about Paradigms 2024 with genuine enthusiasm:
“Paradigms is truly an exceptional event—one of the best in the industry. Everything, from the venue and catering to the calibre of attendees, is at an extremely high level. You’re surrounded by folks who live and breathe branding, which generates a one-of-a-kind energy.
Every aspect, from session topics to speaker curation, feels meticulously planned. Honestly, it’s the most impressively organised event I’ve ever seen. It’s almost like walking onto a film set.”
Day one highlights
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.

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.

Day two highlights
Day two of Paradigms 2024 raised the bar even higher. Attendees listened to various speakers who encouraged them to think differently about the human connections and ethical choices that help build strong brands.
Matt Klein on cultural trends
Matt Klein—founder of Zine and Head of Foresight at Reddit—stressed the importance of authenticity. He urged creatives not to censor themselves if they want to form real bonds with their audience. In our era of instant shares and feedback, sincerity wins out. Instead of twisting brand messages to match fleeting trends, he suggests reflecting genuine brand DNA for deeper, more meaningful relationships.
The power of sound in branding: Bomo Piri
Bomo Piri (Native Instruments) explained how sound often stands behind the scenes yet is vital for forging emotional responses. He highlighted that great audio, just like strong visuals, taps into listener emotions and makes your brand unforgettable.

Current creative trends: Alex Bec
Alex Bec, CEO of It’s Nice That, delivered a rapid-fire session on emerging creative movements. He advised brand and design pros to stay open to new influences, as fleeting trends can hint at deeper shifts in consumer tastes. Bec emphasised that a willingness to experiment is non-negotiable if you want to remain significant in a landscape where everything evolves in an instant.

Emma Baines on Tony’s Chocolonely bold moves
Emma Baines, global head of creative at Tony’s Chocolonely, spoke on how the brand confronts social injustices—especially in the chocolate industry—through provocative campaigns that mimic well-known packaging. Yes, it’s stirred controversy, but Baines contends that genuinely bold, disruptive moves are key to driving real change. Tony’s approach stands as proof that a values-driven strategy can make waves globally.

Cam Brandow’s philosophical insights
Cam Brandow wrapped a segment with insights into the human element of creativity. She argued that mindfulness and self-reflection often spark the most original ideas. Even though brands or adverts might feel removed from personal life, real people with real passions create them—and that personal spirit can lead to more genuine, enduring success.
Brian Collins on design history
Brian Collins, co-founder of COLLINS, took everyone on a whirlwind tour of design history, spotlighting the projects and players who shaped modern design. It was a testament to how much we can learn from the industry’s past, inspiring the next wave of brand transformations.

Day two of Paradigms 2024 raised the bar even higher. Attendees listened to various speakers who encouraged them to think differently about the human connections and ethical choices that help build strong brands.
Matt Klein on cultural trends
Matt Klein—founder of Zine and Head of Foresight at Reddit—stressed the importance of authenticity. He urged creatives not to censor themselves if they want to form real bonds with their audience. In our era of instant shares and feedback, sincerity wins out. Instead of twisting brand messages to match fleeting trends, he suggests reflecting genuine brand DNA for deeper, more meaningful relationships.
The power of sound in branding: Bomo Piri
Bomo Piri (Native Instruments) explained how sound often stands behind the scenes yet is vital for forging emotional responses. He highlighted that great audio, just like strong visuals, taps into listener emotions and makes your brand unforgettable.

Current creative trends: Alex Bec
Alex Bec, CEO of It’s Nice That, delivered a rapid-fire session on emerging creative movements. He advised brand and design pros to stay open to new influences, as fleeting trends can hint at deeper shifts in consumer tastes. Bec emphasised that a willingness to experiment is non-negotiable if you want to remain significant in a landscape where everything evolves in an instant.

Emma Baines on Tony’s Chocolonely bold moves
Emma Baines, global head of creative at Tony’s Chocolonely, spoke on how the brand confronts social injustices—especially in the chocolate industry—through provocative campaigns that mimic well-known packaging. Yes, it’s stirred controversy, but Baines contends that genuinely bold, disruptive moves are key to driving real change. Tony’s approach stands as proof that a values-driven strategy can make waves globally.

Cam Brandow’s philosophical insights
Cam Brandow wrapped a segment with insights into the human element of creativity. She argued that mindfulness and self-reflection often spark the most original ideas. Even though brands or adverts might feel removed from personal life, real people with real passions create them—and that personal spirit can lead to more genuine, enduring success.
Brian Collins on design history
Brian Collins, co-founder of COLLINS, took everyone on a whirlwind tour of design history, spotlighting the projects and players who shaped modern design. It was a testament to how much we can learn from the industry’s past, inspiring the next wave of brand transformations.

Culinary and cultural delights
Between sessions, Paradigms 2024 treated attendees to the flavours of Rome’s iconic cuisine. Indulging in top-tier local dishes while swapping branding anecdotes turned the summit into a feast for mind and palate.

Visitors also took in cultural tidbits—like the backstory of the Bocca della Verita in the Church of Santa Maria in Cosmedin—and glimpses into the meaning behind Rome’s SPQR markings.

Between sessions, Paradigms 2024 treated attendees to the flavours of Rome’s iconic cuisine. Indulging in top-tier local dishes while swapping branding anecdotes turned the summit into a feast for mind and palate.

Visitors also took in cultural tidbits—like the backstory of the Bocca della Verita in the Church of Santa Maria in Cosmedin—and glimpses into the meaning behind Rome’s SPQR markings.

Conclusion
Paradigms 2024 demonstrated that blending cultural narratives with forward-looking strategies is the sweet spot for brands looking to connect meaningfully. Rather than feeling like a wrap-up, the summit’s finale served as a jumping-off point for fresh ideas and next-level innovation. And if this year’s event is any indication, Paradigms 2025 might just reshape the entire conversation around brand experience.
For anyone serious about shaping what’s next in branding, joining the Paradigms community is a no-brainer. It’s the perfect place to tap into industry shifts, exchange bold ideas, and stay in the loop on upcoming events. After all, keeping a finger on the pulse of brand evolution is how you keep your strategies relevant—and your audience hooked.
Paradigms 2024 demonstrated that blending cultural narratives with forward-looking strategies is the sweet spot for brands looking to connect meaningfully. Rather than feeling like a wrap-up, the summit’s finale served as a jumping-off point for fresh ideas and next-level innovation. And if this year’s event is any indication, Paradigms 2025 might just reshape the entire conversation around brand experience.
For anyone serious about shaping what’s next in branding, joining the Paradigms community is a no-brainer. It’s the perfect place to tap into industry shifts, exchange bold ideas, and stay in the loop on upcoming events. After all, keeping a finger on the pulse of brand evolution is how you keep your strategies relevant—and your audience hooked.
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Work with us
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- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
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Click to copy
New York, NY
ny@for.co
Click to copy
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mia@for.co
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Copyright © 2024 FOR®
Work with us
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We’re remote-first — with strategic global hubs
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