At First Round NYC 2025, what struck me wasn’t how different each agency was in scale, but how remarkably aligned they were in their pursuit of clarity, originality, and strategy-led branding. From global agencies like Collins and Wolff Ollins to nimble shops like Praktis Design and Champions Design, every presenter brought forward intelligent, thought-provoking work that reinforced a truth I’ve long suspected:
Greatness in branding has little to do with the size of the team behind it.
As a creative director of design and digital at a small agency, I often find myself toggling between reverence and rivalry when I see the output of the industry’s heavyweights. But what this conference reminded me of is that brilliance doesn’t require a hundred-person staff. Thoughtful, disciplined design comes from strong ideas, honest collaboration, and people who know how to listen, regardless of headcount. In many cases, the leaner teams brought more unexpected, unorthodox, and brave thinking to the table.
This realization wasn’t just encouraging — it was validating. It affirmed that our studio’s humble, efficient model is not a limitation, but a strength. And it makes me go back to my 275 photos, review notes from every talk, and share the lessons and themes that felt most relevant to any agency (or independent designer) trying to do meaningful brand work today.
Titans of the industry
Wolff Olins and COLLINS—two of the most prominent agencies in the lineup—presented the kinds of projects designers dream of. Thomas Wilder of Wolff Olins shared how deep immersion into Sandals’ history, archives, and resort locations helped his team uncover a genuinely compelling story. Later, Nick Ace of COLLINS closed out the nine-hour event with a keynote on the upcoming Sims rebrand. His thoughtful narrative, layered with insider jokes and design nods, might have landed better if the crowd hadn’t just endured a 30-minute fire alarm delay. Still, by the end, if you weren’t ready to play The Sims, you probably missed something.
Sandals image from Print Magazine; The Sims image from the Creative Review.
Small and mighty teams
Some presenters shared branding work that, while executed on a relatively small scale, was impressively intentional and meticulously directed, specifically for Caboo paper products and The Mean Tomato. Abby Haddican Studio and Pitchwell, a female-led team, guided the Caboo brand through every phase of development—from strategy and research to concepting, copywriting, and design—delivering a vibrant and unexpected brand refresh for a company that hadn’t realized how much it needed one. Meanwhile, Alec Tear—whose prolific career includes time at JKR—delivered a standout, laugh-out-loud presentation for The Mean Tomato, a pizza brand created by Gopuff. With lines like “tomaters gonna tomate” and “bite me,” Tear showcased a brand full of character and wit, where every element—from mascot to packaging—was crafted with precision and purpose.
Caboo image from abbyhaddican.com; The Mean Tomato from alectear.com.
best impression (on me)
The speakers who left the strongest impression on me were Blayne Clark and Marlon Darbeau of Praktis Design. Marlon, in particular, had a way of speaking about brand development that was both captivating and deeply insightful—I could have listened to him for hours. If he were a professor, I’d enroll in every class. His perspective on branding elevated the discipline, highlighting the depth of thoughtfulness and respect required to create truly distinctive work. Their case study on the Tribe brand, infused with the vibrant culture of Trinidad, brought a unique energy to the conference and stood out as one of the most memorable presentations.
Images from Praktis.
Higher standards in higher-ed
Since our agency happens to be working on a really exciting higher education brand, Jennifer Kinon’s process and strategy for the Hop gave me a fresh take on paying homage to an institution’s legacy while creating a visual space for experimental arts. They worked with renowned type foundry XYZ to revive the lettering crafted by type designer Rudolph Ruzicka.
Images from Champions Design.
First Round NYC 2025 reminded me why I’m so passionate about branding. The most impactful work didn’t come from the biggest teams—it came from those who led with clarity, strategy, and bold ideas. No matter the scale, great branding is about intention. And that’s exactly how we work at Fifteen4.
Interested in working together?
Let’s talk.
List of event speakers:
1. Thomas Wilder of Wolff Olins presented Sandals, a collection of luxury, adults-only, all-inclusive resorts located across the Caribbean, designed exclusively for couples seeking romantic getaways. Agency Size: Large (Global branding agency with offices in London, New York, and San Francisco)
2. Jennifer Kinon of Champions Design agency presented Hopkins Center for the Arts at Dartmouth, affectionately called The Hop, a premier hub for the performing and visual arts, located in Hanover, New Hampshire. Agency Size: Small (Boutique design studio based in New York City)
3. Poonam Saini & Matt Kilb (although absent at the conference) of KISS Branding presented DENSE, a men’s haircare brand specializing in hair loss prevention, reimagined by KISS Branding to challenge the stigma around male hair loss and promote confidence through science-backed solutions. Agency Size: Small (Independent branding studio based in Leeds, UK)
4. Jessie McGuire of ThoughtMatter, presented the branding for Wolf Hound, a nitro Irish Stout with a 4.2% ABV brewed by Flagship Brewing Company in Staten Island, New York, in collaboration with Dublin’s Porterhouse Brew Co. Agency Size: Small to Mid-size (Branding studio based in New York City)
5. Alec Tear, owner and principal of Alec Tear Ltd, formerly JKR presented The Mean Tomatoe. Agency Size: Solo practitioner (Independent designer based in Amsterdam)
6. Veronica Fuerte of Hey Studios presented Rainbow Wool & Paradigms 2025, a German initiative that creates fashion items from the wool of gay sheep to support LGBTQIA+ projects worldwide. Agency Size: Small (Design studio based in Barcelona, Spain)
7. Gabriela Carnabuci & Claren Walker of PORTO ROCHA presented Kunsthalle Basel, Switzerland’s oldest institution dedicated to contemporary art, renowned for its dynamic exhibitions and commitment to showcasing emerging international and Swiss artists. Agency Size: Small (Design studio based in Brooklyn, NY)
8. Blayne Clark & Marlon Darbeau of Praktis Design presented Tribe, a pioneering Carnival band from Trinidad and Tobago, renowned for introducing the world’s first all-inclusive Carnival experience in 2004 and for its commitment to innovation, culture, and community within the Carnival landscape. Agency Size: Small (Design studio based in Port of Spain, Trinidad and Tobago)
9. Carolina Ortiz of Espina Studio presented Wings, a long-standing restaurant chain located in Mexico’s airports, known for offering travelers a unique dining experience since 1965. Agency Size: Small (Design studio based in Mexico City, Mexico)
10. Jon Contino, owner and principal of Contino Studio, presented Dr. Wilkinson’s, a backyard resort & mineral springs, which is a historic wellness destination renowned for its geothermal mineral pools and signature mud baths, offering guests a rejuvenating spa experience. Agency Size: Small (Design studio based in New York City)
11. Abby Haddican and Julie Kucinski from Abby Haddican Studio & Pitchwell presented caboo, a Vancouver-based company specializing in tree-free paper products made from sustainable bamboo and sugarcane, offering eco-friendly alternatives like toilet paper, paper towels, and wipes to help reduce deforestation and protect forest habitats. Agency Sizes: Small (Independent studios based in Minneapolis, MN)
12. Nick Ace of COLLINS presented the Sims rebrand, a life simulation video game series developed by Maxis and published by Electronic Arts (EA), and whose rebrand will launch in a few weeks’ time. Agency Size: Mid-size (Branding and design agency with offices in New York and San Francisco)
The First Round conference, organized by Bryony Gomez-Palacio and Armin Vit of UnderConsideration, is a one-day conference featuring twelve 30-minute sessions where designers and studios presented their initial client-facing design explorations for logos, identities, and branding projects. By showcasing these early-stage presentations, the conference provides attendees with insights into the creative process, emphasizing that impactful design can emerge from teams of any size.
Meet blog author Christina Melito,
Creative Director of Design and Digital
Read her bio here