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Hotlist 2025: the 25 most popular design studios, as voted for by their peers

Creative Boom

Paula Scher , Michael Bierut, Marina Willer, Samar Maakaroun, Eddie Opara and others have led some of the most iconic branding and design projects of our time, and it's ultimately Pentagram's ability to evolve while maintaining high standards of creativity that's led them to top our list.

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How&How reinvents Chester Zoo as a 'force for nature' with radical rebrand

Creative Boom

Brand idea "A two-year project with so many moving parts was always going to be a challenge; which is probably why we've loved working on this rebrand and digital overhaul with Chester Zoo so much," recalls Cat How, founder and ECD of How&How.

Education 518
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The Eden Project's first rebrand is a force of positivity fighting against the climate crisis

Creative Boom

The Eden Project has been given its first rebrand in its 22-year history courtesy of SomeOne. Since opening in 2001, the Eden Project has quickly become one of Cornwall's most popular tourist attractions. The rebrand comes at a crucial time. But few that offer viable, clear and positive action plans to reverse the damage.

Branding 482
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Laura Stein on the Five Books that shaped her approach to design, branding, and sustainability

Creative Boom

Laura has a ton of experience in the field, leading global rebrands for the likes of Sonos, ASICS, and Linksys. Recent projects include a rebrand for the National Ballet of Canada , designing signage and donor recognition for the Montreal Holocaust Museum , and crafting the branding and website for Wrensilva.

Brand 435
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New branding for probiotic drink celebrates mothers everywhere

Creative Boom

The brief Founder Nicola Hart tasked adam&eveDDB with rebranding and redesigning Agua de Madre, to create a multigenerational product which people would be inspired to drink. The rebrand had two main goals: to communicate the drink's taste and to honour the spirit of the mother. Overall, this was a happy project, says Chris.

Branding 500
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Starbucks turns up the personality on Refreshers in China with a bold redesign by Marks

Creative Boom

The rebrand brings a sense of freshness and flair that matches the product's personality. This project is a clear example of what Marks does best: combining brand strategy, semiotics, structural design, and storytelling into a cohesive, culturally attuned identity.

Portfolio 341
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Proving B2B Can Be Beautiful: Base Design's new identity for the SCDH

Creative Boom

The global studio's rebrand for the Swiss Center for Design and Health brings the centre's pioneering healthcare to life with striking visuals and a clear, accessible identity. It's often assumed that B2B branding projects are, on the whole, not quite as interesting as their consumer-facing counterparts. We discover more.