Orbit, the messages building momentum

Creative work shaped by culture, behaviour and experience.

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Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great brand thinking is not just about how something looks, but how it lives in the world.

These are the messages building momentum.

Issue 04 moves across very different territories. Work designed for modern attention. Built as systems, not just campaigns. Ideas that embed themselves into culture, ritual and everyday behaviour rather than simply sitting alongside it.

From cinematic Olympic storytelling and global brand activations to culturally tuned packaging, category rewrites and new models of creative delivery.

Across industries and formats, this edition reflects a shift. Brand and design moving from decoration to participation.

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Here’s what landed in Orbit Issue 04...

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01 / Becoming part of the moment - Corona Cero + WINK

Launched 100 days out from the Winter Games, Corona Cero’s “For Every Golden Moment” by WINK is a masterclass in experiential scale. Visually striking, but more importantly, strategically immersive.

Citywide takeovers across key markets, out-of-home and digital, activations in more than 25 markets. Sampling built around Corona’s iconic lime ritual. Athlete partnerships. Olympic-themed bottles.

This wasn’t a logo on a broadcast. It was a brand embedding itself into the anticipation, the ritual and the experience of the Games.

Design as ecosystem. Not just campaign.

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02 / Where ritual becomes story - Starbucks + Anomaly

Starbucks - “The Coffee Run” by Anomaly feels closer to a short film than sponsorship.

These aren’t just broadcast spots anymore. They’re evolving brand storytelling for modern attention. Built to work as long-form film and social cutdowns, the campaign leans into emotion and contextual relevance. Winter Games energy but again, without feeling like a sponsor logo parade.

There’s a shift happening.

Alongside Corona Cero and Michelob Ultra’s Olympic work, the strongest campaigns aren’t pitching product features. They’re tapping into ritual, identity and meaning.

Multi-format thinking is now table stakes. These ideas are conceived as systems across channels, not one hero film with lazy resizes.

Cinematic. Composed. Restrained.

This is where brand design gets strategic.

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03 / Banter becomes branding - Foster’s + Publicis London

Foster’s has replaced its iconic wordmark with affectionate insults, inviting British men to reconnect with their mates in their own language, created by Publicis London.

We love the cheeky play on the popular but virtuous Coca-Cola named cans and the campaign that speaks to the uniquely British thing of being rude to be affectionate, pub banter culture.

Stunningly shot with the blue creating real impact.

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04 / Designed for after dark - Snooz + How&How

More than 60% of ice cream is eaten after 6pm, so we’re spooning up sugar and e-numbers then wondering why we can’t sleep.

Snooz spotted the contradiction and built around it, replacing the usual suspects with camomile, theanine, magnesium and lemon balm, bringing How&How on board to shape a sleep-friendly brand from the ground up.

Instead of following the category’s bright, hyper-indulgent playbook, the identity leans into evening-coded colour palettes and considered typography.

A wind-down rather than a sugar rush.

We don't need an excuse to eat ice cream but the design, colour palette, product cues and tone of voice all reflect evening and calm, giving the category something new that feels honest.

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05 / Because sauce happens! - McDonald’s × Tallow & Ash + Leo UK

McDonald’s collaboration with premium laundry brand Tallow & Ash to launch “The Sauce Remover” cleverly taps into real consumer behaviour by offering a fun, culturally relevant solution to the mess-making that comes with eating on the go, especially during events like London Fashion Week.

By turning a common annoyance into a stylish branded object, the campaign creates buzz and helps McDonald’s stand out in culture rather than just on menu boards. A sharp campaign from Leo UK.

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06 / A global rebrand, built differently - Eurovision + PALS

Eurovision has unveiled a refreshed global identity for its 70th anniversary, its first major evolution in a decade. A new logo, typeface and design system bringing digital clarity and global consistency to one of the world’s most recognisable entertainment brands.

As closet Eurovision fans, this rebrand caught our eye, not because it came from a huge creative agency in New York or London, but because it was led by a one woman creative agency based in Sheffield, UK.

Led by Amy Bedford, founder of Sheffield-based PALS, the project was delivered with a handpicked global team of freelancers rather than a traditional network agency model.

Challenging assumptions about scale, process and where world-class branding can come from.

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Orbit Issue 04 reflects the kind of work we are drawn to, ideas that embed themselves into culture, systems designed to travel across channels and creative thinking that prioritises participation over presentation.

Explore the full Orbit Issue 04 here.

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Curated by Carl Anderson, Lamar Dix, Matthew Kiziltan and Nicky Pearson.