M&Ms with Kristie Malivindi

M&Ms has a lot going for it — cute, memorable characters, a
wide range of flavors, not to mention a storied brand over 80
years strong. But how could Mars Inc. expand the candy brand’s
identity beyond its sweet core elements? Kristie Malivindi,
design director at Jones, Knowles, Ritchie, catches up with A
Change of Brand to recount how JKR navigated stakeholder
apprehension to create a full-fledged, flexible system that’s not
short on fun.

To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.

Produced by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by
Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela
Henman, and artwork by Rachel Jackson.