Designed to flex
September 9, 2025
September 9, 2025
4:00 pm
5:00 pm
/
4:00 pm
5:00 pm
Rebranding in 2025 means designing for movement, nuance, and scale. But as identity systems become more flexible, the risk of losing brand coherence becomes real.
In Episode 4 of Rebranding Redefined, we’re joined by Amy Bebbington, Global Head of Brand at Mozilla, Carolyn Griffin, Group Strategy Director, and Luke Thompson, Creative Director, both from JKR, to explore what flexibility really means in the context of rebranding. From modular systems to adaptive assets, discover how successful rebrands balance structure with freedom.
What you’ll learn:
- The role of flexible systems in modern rebrands
- What to fix, flex, or free in your identity
- How brands like Mozilla applied flexibility at scale
Guests
Amy Bebbington
Amy Bebbington
Global Head of Brand
,
Mozilla
01
As Global Head of Brand at Mozilla, Amy brings 20 years of experience shaping brands, products, and services. She’s led global brand transformation across agencies and in-house, blending creativity and strategy to drive meaningful change.
Carolyn Griffin
Carolyn Griffin
Group Strategy Director
,
JKR
01
Carolyn Griffin is Group Strategy Director at JKR, where she works closely with clients to build, grow, refresh, and reimagine brands across sectors. A strategist and storyteller, she’s expert in brand positioning and consumer insight, guiding creative teams to turn data into stories that resonate.
Luke Thompson
Luke Thompson
Creative Director
,
JKR
01
Luke Thompson is a Creative Director at JKR, where he’s spent over 10 years building brands from startups to icons. His work spans Coca-Cola, Unilever, Mozilla, Jura and BEES, and has been recognized by D&AD, ADC and Dieline.
Hosts
Accordion header
Digge Zetterberg
VP Marketing
,
Frontify
01
Digge Zetterberg boasts 15 years of leadership experience in advertising and digital agencies across Berlin and Stockholm. Prior to her current role, she served as Frontify's Director of Content & Communication, where she worked closely with the executive team to elevate the brand's global presence.
Amplify your brand vision
Drive brand consistency, collaboration, and efficiency — with Frontify.