For years, the mantra was “digital first.” Brands born online, grown through social media, and established thanks to e-commerce seemed destined to exist (and make us exist) exclusively in the virtual world. Yet today, something is changing: brands like Amazon, Wayfair, and even Netflix are investing in physical spaces. A return to reality that is anything but nostalgic—it’s highly strategic.
Paradoxically, it’s the digital natives themselves—the ones who built their identities on data, algorithms, and interfaces—who are now most fascinated by the experiential potential of the physical world.
After years spent optimizing digital processes and virtual customer journeys, these brands are discovering that direct contact with people can generate far deeper emotional and relational value.
In a hyperconnected and increasingly standardized world, real-life experiences take on a unique, differentiating value. And it’s precisely the brands born in the digital space that are now leading this rediscovery of the real world.
Eurostar has chosen to communicate in a surprisingly simple way. In an era dominated by complex and overloaded imagery, the new “Reasons to Eurostar” campaign focuses entirely on the evocative power of essential illustrations, evoking the old advertising posters of the 20th century.
The collaboration with Noma Bar, a world-renowned artist and illustrator, was born from this very need: to rediscover a visual language that is direct, clean, yet rich in meaning. His illustrations, based on the decoding of positive and negative space, reveal hidden and surprising messages, inviting viewers to look more deeply.
Eurostar tells its story through visual poetry and without noise. The images speak for themselves: no excess, just shapes, colors, and concepts. A choice perfectly aligned with Eurostar’s identity, which promotes a more sustainable, comfortable, and human way of traveling.
Developed in partnership with adam&eveDDB, the campaign celebrates a return to authentic visual communication—like the posters that once filled stations and streets. And that’s exactly where they’ll return: to transit spaces, airport routes, and decision points where people choose how to travel.
After more than twenty years, Amazon has refreshed its visual identity. The global giant commissioned the creative studio Koto for an 18-month rebranding project that involved over 50 sub-brands across 15 markets.
The goal? To overcome the fragmentation caused by the company’s explosive growth and deliver a more consistent and recognizable brand experience.
At the heart of the redesign is the iconic logo “smile,” now redrawn with softer curves—refined but still true to the original. The typeface has also been updated to improve readability and visual cohesion across all touchpoints, from packaging to digital screens.
But the most visible change is in the color palette: the new “Smile Orange” leads the visual identity, while each sub-brand adopts distinctive but harmonized tones—from the vibrant green of Fresh to the clinical turquoise of One Medical, to the digital blue of Prime.
Rather than redefining itself, Amazon chooses to tell its story with greater clarity and coherence, showing how every chapter of its journey has shaped its new image. A surgical and powerful visual operation that doesn’t change what Amazon is—it simply makes it impossible to ignore.
Blue Origin’s recent suborbital flight with an all-female crew was presented as a symbolic event for progress in space inclusion. However, the media response revealed a rift between the narrative promoted by the company and public perception—especially on social media.
Many users and commentators criticized the operation as a marketing stunt disguised as a historic achievement, highlighting the financial waste and the lack of real impact on the role of women in science and technology.
The institutional narrative, supported by media campaigns and promotional content, clashed with a counter-narrative—ironic and indignant—that exposed the gap between symbol and substance.
This case illustrates how, in a hyperconnected era, even initiatives with strong symbolic value risk losing credibility if not supported by coherence, transparency, and real impact.
