Art Director Lili Emtiaz breaks down our team's thought process to build up the new SketchUp branding and motion identity system.

Reframing authenticity to build the SketchUp brand

Chief Creative Officer Alex Moulton offers five key branding strategies for subscription success.

Imagine a revenue stream that keeps flowing month after month, building deeper connections with your customers. Sounds tempting, right? But transitioning to a subscription model isn’t as simple as flipping a switch. It requires building brand trust and loyalty beyond just your product. Read the full article on Business Reporter. 

From free to fee: how to build a brand worth subscribing to

Cars regularly get 18-point safety checks; isn’t it time brands did, too?

Brands are like cars - there’s a lot under the hood, and they need regular maintenance to run smoothly. Director of Creative Strategy Mika Saulitis offers an 18-point brand diagnostic to keep your brand in good shape. 

Building and maintaining a brand is complex; it’s a living, breathing entity with visual, verbal, behavioral, and sonic elements that shift and evolve regularly. But there are some simple steps that brands can take to ensure their “check engine” light doesn’t go off.

Let's make annual brand diagnostics a thing

Chief Creative Officer Alex Moulton offers a guide detailing how to direct musicians for sonic branding and ads

Navigating the Melodic Maze:  How to direct musicians for sonic branding and advertising

Naming a brand should be stimulating, inspiring, and meaningful. It also requires a litany of practical tasks you may not have thought of. Writer/Strategist Jo Beck shares her insights on how it’s done at our studio. 

Hello My Name Is...: A Practical Guide to Naming

This week on the Signal to Noise podcast, Chief Creative Officer Alex Moulton on the spirit of partnership, how to be a good listener, and making work that lasts. 

Signal to Noise: Alex Moulton on Designing for Longevity

This week in PRINT Magazine, coverage of our recent work creating a flexible and vibrant brand expression system for Sesame Workshop. 

PRINT Magazine: Sesame Workshop Gets a Redesign Even Oscar the Grouch Would Approve Of

What do you remember about a brand? Director of Creative Strategy Mika Saulitis offers best practices in writing your brand positioning, and why less is often more. 

Building a Brand Positioning to Remember

Chief Creative Officer Alex Moulton and Executive Creative Director Rosie Garschina love big challenges. On this week’s Graphic Design USA podcast, they discuss the beauty of collaboration and how multidisciplinary backgrounds inform their creative approaches and leadership. Link in bio for the full episode.

Graphic Design USA: An Interview with Alex Moulton and Rosie Garschina 

Can AI build brands? Chief Creative Officer Alex Moulton puts ChatGPT, a new language-generation software, to the test and gets fascinating results.

Can I Use ChatGPT as a Tool for Branding?

Former Tröllback+Company Creative Director Fran Roberts led our team through a skillshare to talk us through the enchanting and complex history of color.

“Culture is just one of many factors that influence our experience of color, which lives at the intersection of many: environmental, perceptual, material, physiological, and behavioral.”

Skillshare: All About Color

Chief Creative Officer Alex Moulton writes about how brands can adapt to changing markets while maintaining their integrity.

"Succeeding when challenged ultimately comes down to knowing why your brand exists—beyond making money—to offer the best experience possible."


Pivot or Persevere: Alex Moulton on Retaining Equity in a Shifting Market

Mika Saulitis writes about branding's most overused word. 

The Trouble With Branding's Most Overused Word

Mixible is the dynamic new identity by Trollbäck+Company that expands Paramount's ET Live into a comprehensive network for pop-culture news.

"Mixible provided us the perfect opportunity to flex both sides of our studio: timeless Scandinavian design principles in service of immediate cultural impact."

Communication Arts: Bo Bishop on Mixible, the dynamic new identity for Paramount

Elliott Chaffer, Executive Creative Director at Trollbäck+Company, talks us through his creative process and how he uses references to inspire creativity, communicate ideas and connect with people.

"It’s not where you take things from - it’s where you take them to."


"Every idea is a juxtaposition. That’s it. A juxtaposition of existing concepts."

"To spark my creativity…I often re-use pieces from my other works…basically collaging my own stuff…"

"I absolutely believe my best work lies ahead of me, and lies in the work I’m absolutely on fire to steal from."


"Nothing of me is original. I am the combined effort of everyone I’ve ever known."


"Don’t bother concealing your thievery - celebrate it if you feel like it."

Stealing Dreams: The Art of Pulling References

Variety features ABC's latest brand refresh which showcases an incredibly flexible, emotional, and compelling brand system we helped develop while updating Paul Rand’s iconic logo.

"We felt it was time to evolve the overall look of the network to make it more vibrant, modern, and fresh."

Variety: ABC Reimagines a Simpler Logo for a More Complex Era

Our Executive Creative Director, Elliott Chaffer chats with motion design publication, Motionographer, about making a title sequence that speaks to redlining, racism, and supernatural violence in 1950’s Compton.

"After becoming immersed in the show and reading the Director’s bible from Little Marvin, our team felt so many emotions, from upset to outrage and disgust. These feelings powered our drive to deliver work that both respected and did justice to his vision."

Motionographer: Elliott Chaffer on creating the title sequence for Them: Covenant

This week in Print Magazine, industry reporters sat down with Design Director Nadia Husain and Executive Director of Creative Strategy Bo Bishop to talk about our latest rebrand for Mixteca – a case study in how to get culturally-appropriate, mission-driven branding done right.

Print Mag: Mixteca's Rebrand By Trollbäck Shows How to Design For Nonprofits

Craving something a little 'Unexpected?' Check out this promo campaign we recently created for Manhattan Neighborhood Network, NYC’s first and largest public access channel/community hub dedicated to free speech, free expression, and media education.

Media, Unmediated: Redesigning Manhattan Public Access

Last night, PromaxBDA announced the winners of its 2018 Promotion, Marketing and Design North America Awards. We’re proud to have been honored alongside our clients once again this year.

Gold + Silver: 2018 Promax Awards for Oxygen, ESPN, NBC Universo

This week in Clio Entertainment, one of Trollbäck’s top creative leaders pulls the curtain back on her process for developing a fresh identity for irreverent, intelligent, cross-platform entertainment.

Creative Mentor Series: Inside the TBS Rebrand with Design Director Nadia Husain

This week, we’re updating our HBO Max case study with some exciting news: WarnerMedia’s big 2020 streaming bet has officially beat its year-end goal.

Streaming Watch: HBO Max Hits 27.8M Subscribers

This month, Associate Creative Director Nadia Husain shares her thoughts on making design memorable and meaningful for a new era of creative empathy.

"A lot of people in this industry use the word “impact” — a word that can have so many different meanings to so many people. As an artist and designer, what does “impact” mean to you?"

"Some of my other techniques are in observation. Listen, read, watch, especially when representing perspectives that are different from my own."

Nadia Husain: Designing For Impact, Influence + Identity

Trollbäck+Company created the logo, brand strategy, and initial visual identity for the headphone/audio brand.

Dezeen: Introducing IRIS Flow

This week on the Hush + 1 podcast, Trollbäck CCO Alex Moulton takes the mic to talk about identity, audio branding, and "less but better" in the world of design.

Hush +1: Alex Moulton on Sonic Branding & the Art of 'Less, But Better'

Among the many pivots that brands will need to make in a post-COVID-19 world, there’s one oversight that no one seems to be discussing yet: the rising relevance of Gen X.

New Digital Age: Why Gen X Suddenly Matters More For Brands

Our Smithsonian Channel refresh is now live, with an international rollout on the way.

"This refreshes Smithsonian Channel’s branding, creating a more modern and dynamic feel while building excitement around our programming."

Transform Magazine: Smithsonian Eyes Gen X With Rebrand

Early last year, Trollbäck did some design and strategy work for an audio start-up promising to dramatically improve digital sound quality while simultaneously activating the brain. Yesterday, the brand introduced itself to the world.

Introducing IRIS: an Immersive Audio Technology Inviting the World to ‘Listen Well’

Looks like two of our projects made the list this year!

Promax: Top 10 Rebrands of 2019

Our FOX Entertainment rebrand just got reviewed by UnderConsideration’s Brand New. How’d we fare? You’d better see for yourself…

Brand New Reviewed: What Does the FOX Say?

Earlier this fall, we teased a new media project we’ve been working on – The Recount – a first-of-its-kind video venture promising bite-size "remixes" of the day’s biggest political stories.

Vanity Fair: John Heilmann’s New Venture is Betting People Want More Political Video on Their Phone

The news is out! Take a sneak peek at our massive redesign for the new FOX TV….

Marketing Communication News: FOX Entertainment Launches Bold New Brand Evolution Created By Trollbäck+Company

CCO Alex Moulton weighs in on the latest design industry debate.

Digital Arts: What are Designers Thinking About the New World Cup Logo?

Dieter Rams has left an indelible mark on the field of production design. Why, at the age of 87, does he now regret ever taking up the profession?

Principles of Good Design: Rams Makes Its U.K. Debut on BBC Four

In early January, Trollbäck+Company helped launch an all-new on-air identity for TeenNick, Nickelodeon’s sister channel targeted toward teenagers, preteens, and other forms of angsty youth.

Brand New Reviewed: The Industry Weighs in On Trollbäck’s New On-Air Look for TeenNick

In the latest issue of CEO Today, CCO Alex Moulton talks about the importance of brand voice, messaging, and visual communication in today’s increasingly "social" landscape.

CEO Today: The Three Cs of Global Brand Consistency

It’s officially that time of the year again — end-of-year list time, to be exact. We’re happy to announce that our latest rebrand for MTV International has made Promax’s Top 10 Rebrands of 2018 list.

The Daily Brief: MTV International Makes Promax’s Top 10 Rebrands of 2018

Trollbäck CCO Alex Moulton was recently published in Brandberries, the first branding gateway of the Middle East and Africa.

Effective Brand Storytelling: The How-tos

On Monday, September 24, SVA Theatre is premiering Hustwit’s latest film RAMS, a documentary portrait of Dieter Rams — one of industrial design’s biggest icons. We are proud to have worked on both the opening titles and an interstitial animated sequence in the film.

RAMS: A Documentary Portrait of One of Design’s Biggest Icons

This week, some of our recent sports branding work got some major attention.

This Week in Sports: NFL GameDay and ESPN Outside the Lines Score Motion + Clio Awards

Six ways digital communication is changing the way we think about wordmarks, avatars, and icons.

Brand New: Rethinking Best Practices in Logo Design

This fall, the NFL Network revealed a classic new look for its flagship Sunday show GameDay

Promax: Bringing Simple Style Back to GameDay

Recently, PromaxBDA’s "The Daily Brief" podcast featured COO Alex Moulton to talk about the strategy, creative, and design behind some of our biggest rebrands of the year. 

Promax: The Daily Brief With Alex Moulton

When we tell our stories authentically, we achieve real, lasting human relationships and open ourselves up to new worlds of possibilities and opportunities.

Beauty + Logic: I Share Therefore I Am Not

This week in "Behind the Title," postPerspective interviews CCO Alex Moulton.

"My vision for Trollbäck+Company is very clear: design culturally relevant, sustainable brands — from initial strategy and positioning to content and experiential activations — with a nimble and holistic approach that makes us the ultimate partner for CMOs that care about designing an enduring brand and bringing it to market with integrity."

postPerspective: Behind the Title with Alex Moulton

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"Design is the practice of answering a lot of the questions that art can ask, and business is really that practice of delivering the answers to those questions."

My Life In Design Podcast: CCO Alex Moulton

"Brand strategy is about codifying a client’s gut feeling. You do the due diligence to explore relevant positioning so that when you arrive at the final product the client says: ‘this is it.’"


Insights and inspirations from our studio