“Brand Design at VML” offers a comprehensive suite of services
VML, a leading global digital agency, announced today the launch of “Brand Design at VML,” a specialized studio dedicated to powering brand growth through exceptional design.
The new studio brings together VML’s extensive capabilities in design positioning, visual and verbal identity systems, and brand governance. Leading the North America group is Robb Smigielski, Chief Design Officer for North America.
“Brand Design at VML” has experienced significant growth in recent years as brand design expertise has become a core component of VML’s connected brands offering. The studio now boasts an impressive client roster, including Fortune 50 brands like Intel and Dell, as well as innovative startups. Their work spans a variety of industries, from healthcare and technology to entertainment, travel, and lifestyle. Recent new client engagements include Spirit Airlines, Krispy Kreme, and Ionna.
Over the past four years, the North American team has expanded to include over 80 designers and creatives, operating from agency hubs in Kansas City, New York, Denver, Chicago, and Miami.
“Brand Design at VML” offers a comprehensive suite of services, including brand design strategy and positioning, integrated brand design systems, verbal design and tone of voice development, packaging design, campaign design, and robust brand governance services. The studio’s expertise also extends to highly specialized areas like branded typeface design, brand architecture, and trademarkable brand naming.
“Brand Design at VML is one of our fastest-growing creative areas and is at the heart of our mission to create connected brands that drive growth,” said Debbi Vandeven, Global Chief Creative Officer at VML. “By formalizing the Brand Design at VML studio, we are adding scale and momentum to a key capability that has been a significant driver of VML’s success. Through our integrated model, we’ve combined strong brand design with exceptional brand and customer experiences.”
At the helm, Robb Smigielski, Chief Design Officer for North America, brings over 17 years of experience at VML. Prior to his current role, Smigielski directed design, advertising, and digital experience projects for VML clients across North America and the UK. His work on the Intel One Mono typeface, developed in partnership with Frere-Jones Type, improved legibility for visually impaired developers and garnered industry recognition from Cannes Lions, Fast Company Innovation Awards, SXSW, Type Directors Club, and more.
Joining Smigielski on the team are Executive Design Directors Michael Eppelheimer, Hamish McArthur, and Meghan Still; Chief Strategy Officer Ian Davidson; Verbal Design Director Andrew Shephard; and Studio Director Mike Joosse.
“The studio’s capability offers comprehensive brand design for all of VML’s clients,” noted Smigielski. “We have demonstrated to clients that branding must be emotional, memorable, and adaptive—to see brand design as one of their biggest areas of distinction and connection. We’ve helped show how great brand design is a critical element in powering business growth.”
