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domain	koto.studio
summary	Amazon XCM has undertaken a significant brand transformation across multiple areas, including PC’s (2024), global brand transformation (2025), marketplaces (“Because its fun” – 2024), wearables (“Every type of traveler, every type of trip” – 2025), and travel brands like TripAdvisor and Fitbit. This initiative focused on modernizing core assets – incorporating a warmer tone, flexible typography, and a unified color palette – to enable the brands to operate with clarity and consistency at Amazon's pace, elevating design to a central role. James Greenfield discusses the need for brand evolution, particularly highlighting tired UK brands and the importance of design discipline for creating memorable and impactful brands.
title	Home - Koto Studio
description	We’re optimists building brand and digital for the most impactful companies of today and the founders defining tomorrow.
keywords	brand, branding, brands, studio, james, health, trust, work, press, still, website, newsletters, longevity, frontier, design, kotos, latest
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downstreams
nslookup	A 104.21.87.182, A 172.67.145.142
created	2025-03-25
updated	2026-01-29
summarized	2026-02-05