Architecture isn’t just about aesthetics, Wybe Magermans argues—brands too should be designed for long-term use. His work at WMH&I has seen him shape iconic identities like Carlsberg and Absolut.

The interview reveals a focus on creating adaptable visual identity systems that evolve with time, rather than static design elements. This approach challenges the superficial nature of contemporary branding trends.

Magermans also critiques design’s tendency to pretend it's strategy, highlighting the importance of actionable ideas over merely decorative aesthetics. His view is that creativity should shape decision-making from the start and can significantly impact business outcomes.

Looking ahead, Magermans predicts a future where AI commoditises execution, making taste, judgement, and perspective paramount. The creative industry will need to evolve or risk irrelevance in an increasingly discerning market.