Use Design To Design Change: James Hurst on the evolution of branding

Branding is more than a visual identity—it's an operating system for businesses. This is the premise behind James Hurst's Use Design To Design Change, a book that challenges conventional branding narratives and provides a hands-on toolkit for building brands with intention.

Through this second edition, Hurst expands on his original collection of workshop exercises, embedding real-world stories, strategic insights, and a critical perspective on how brands operate in an ever-changing landscape.

Hurst, a design leader with experience at some of the world's biggest brands, was initially prompted to write the book after a spontaneous "yes" to an invitation to share his thinking. However, it wasn't until a bike accident gave him time to reflect that he realised just how much he had to say.

"I have—in my opinion—a point of view: brands are more than visual identity systems. They're the operating systems of businesses, guiding decisions, strategies, and relationships," says Hurst.

The second edition reflects a significant evolution in his thinking, moving beyond just process and exercises to contextualise how branding intersects with cultural movements, AI, climate change, and politics.

Branding as a strategic tool for change

At the heart of Hurst's philosophy is the belief that branding isn't just about aesthetics or marketing—it's about operating with purpose. "A brand should guide decision-making, partnerships, and impact, not just act as a retrospective measure of success," he says.

To help businesses navigate this, the book introduces the Launch, Scale, Adapt framework, a structure that reflects different inflexion points in brand growth. "Launch" requires courage when resources are minimal, "Scale" addresses challenges in growth while maintaining authenticity, and "Adapt" recognises that even well-established brands need to evolve.

However, Hurst is quick to note that "none of it is linear—there are lessons in Adapt that might be critical for someone's side hustle."

This focus on evolution is a defining feature of the book's new edition, as Hurst delves deeper into the strategic thinking behind his highly practical exercises. While the original version was a workshop-driven collection, the second edition weaves in the stories behind the frameworks, giving readers a richer understanding of why these tools work.

Debunking industry myths

Hurst also addresses some of branding's most persistent myths. The first is the belief that branding should be purely data-driven, relying on endless reports and market testing. "I advocate for the power of inductive thinking," he says. "Have the courage to trust a strong idea even when it defies conventional metrics."

The second myth he dismantles is the "Unattainable Triangle"—the notion that businesses must choose between quality, cost, or speed. Hurst argues that, with today's technological advances, these things don't have to be mutually exclusive, saying, "Brands can integrate all three and redefine their competitive positioning."

Branding as an operating system

One of the book's core messages is that brands should embed purpose into every facet of their operation. Hurst points to Patagonia as a leading example, citing the company's decision to make Planet Earth its only shareholder. "They're not just selling outdoor gear; they're saving the outdoors," he explains.

Another example is TOMS, the brand that popularised the "buy one, give one" model. Hurst says: "When their original model hit tricky times, they evolved into a profit-sharing commitment.

"Their clarity of purpose enabled them to make that transition while maintaining brand integrity."

Beyond individual brands, he also champions the circular economy movement, urging designers to explore resources from the Ellen MacArthur Foundation, which tracks innovative sustainability initiatives.

The role of storytelling in branding

According to Hurst, storytelling is one of branding's most underrated tools. "It's not enough to assemble a set of values or a visual identity; a brand needs to share its story in ways that resonate on a deeply human level," he explains.

He believes that an over-reliance on measurable metrics has reduced storytelling to a checkbox exercise, leading to generic, platitudinal language. "The brand story should be as distinctive and differentiated as the brand design," he adds.

Part of this storytelling process involves what Hurst calls "lazy listening"—staying close to the organic, unscripted conversations around a brand. Rather than relying solely on data, he advises businesses to cultivate environments where informal feedback, like casual conversations, social media chatter, and unfiltered customer interactions, informs strategy.

Hurst says: "This real-time, intuitive feedback is often far more revealing than traditional research."

A practical toolkit for brand leaders

More than a traditional text, Use Design To Design Change was written to be a hands-on toolkit for brand leaders, designers, and entrepreneurs. "While I hope it has the weight of a thoughtful narrative, at its core, the book is a living resource," says Hurst.

This continuous evolution is reflected in the Rogue School website, where additional resources and workbooks are available. He also actively develops workshops and courses, including an initiative called First Things Club in San Francisco and an upcoming course on AI and aesthetic intelligence.

For Hurst, the biggest challenge of writing the second edition was refining his ideas and constantly questioning long-held beliefs. He says, "The process of book writing is time-consuming and transformative.

"Digging deep into research, rewatching talks, and reflecting on past workshops—it's all an impossible task of continuous re-examination." But if there's one lesson he hopes readers take away, it's this: "Never stop learning. Branding is a journey of continuous evolution."

Hurst encourages brand leaders to start with a simple yet powerful exercise: the Five Whys. "By repeatedly asking 'why?' you peel away superficial answers to reveal your core purpose," he explains.

Ultimately, Use Design To Design Change is a manifesto for a new way of thinking about brand strategy. As the industry faces technological, environmental, and cultural shifts, Hurst's approach offers a roadmap for brands to stay relevant, intentional, and impactful.