Every breakthrough idea comes with a risk. And the best ones come with the biggest, right?

As a designer, I’m aware that everything I craft will generate an inherently subjective reaction. But to truly innovate and push boundaries, we must carefully navigate a path where bold ideas and big concepts are often met with scepticism or controversy. 

Take a look at some of the most talked-about brand moves recently. The RSPCA’s stark rebrand stripped back sentimentality in favour of clarity, drawing mixed reactions. GF Smith’s radical redesign challenged traditional industry aesthetics, making a bold statement about modern craft. And Lloyds Bank reimagined its iconic black horse in a way that respected their legacy, whilst also firmly looking to the future.  

And we can't write about recent rebrands without talking about Jaguar. With its shift to an all-EV lineup, Jaguar has completely reimagined itself – ditching its luxury and high-performance legacy for a bold new creative philosophy: Exuberant Modernism. The overhaul has sparked debate, arguably making Jaguar more talked about than it has been in years.  

Love it or loathe it, the controversy surrounding Jaguar’s design overhaul underlines a central requirement necessary for bold creativity: the courage to challenge and even subvert expectations. Daring to shake things up and possibly ruffle a few feathers along the way.  

As creatives, we know the risk. Every project asks us to push beyond what’s comfortable — into ideas that might fail before they fly. But that’s where the power lies. It’s easy to critique from the sidelines, but without a readiness to embrace these challenges, creativity would dwindle. 

Safe ideas are forgettable. Brave ideas shift perceptions and drive genuine change.

The real risk is playing it too safe.