How These Brands Used Design to Create Brand Relevance

The first in a 3-part series

a tesla cybertruck
Tesla's Cybertruck helps push forward a mission of sustainability. Frederic J. Brown — AFP/Getty Images

Back in February, Marshmello played a concert in Fortnite for over 10 million people. Despite the many records shattered that morning and the more than $30 million generated in merchandise alone, the traditional industry players in concert promotion and merch were nowhere to be found.

@baijushah Baiju Shah is chief strategy officer for Accenture Interactive, co-lead of Fjord and a member of the Adweek Advisory Board.
John Greene is the former head of strategy for UnitedMasters and Translation. He's currently building a new startup that is in stealth mode.