The rise of AI has caused plenty of buzz in creative industries. For digital agencies, it’s either the beginning of the end - or the start of something brilliant. The reality? AI is just a tool. Like Photoshop. Like Figma. Like the jump from print to web. What matters is how you use it.

While Jaguar makes headlines with a bold, polarising rebrand, Aston Martin is quietly reaffirming its identity by doubling down on heritage, craftsmanship, and quintessential Britishness. Rather than disrupting its legacy, Aston Martin is leveraging it - turning tradition into a competitive advantage in a fast-changing automotive world.

In late 2024, Jaguar unveiled a radical rebrand, signaling its transition to an all-electric future. This move, characterized by a new logo, avant-garde advertising, and the introduction of the Type 00 concept car, has sparked intense debate. While some applaud the brand’s audacity, others question the departure from its storied heritage.