I spend my days building and evolving brands. This ad gets me every time. Jonathan Schupp and Serviceplan, for Hut Weber. A hat changes everything. Such a tiny visual shift, yet it completely changes how you read the image. That’s what I love about branding. A name, a visual or a campaign that gets someone to pause and think can stay with them. One of my all-time favourites.

I spend my days building brands, and this ad still gets me every time. Jonathan Schupp and Serviceplan, for Hut Weber. One hat changes everything. I love how a small shift changes the way you read the image. A name, a visual or a campaign that makes people pause can stay with them. One of my all-time favourites.