Peter Arnell appointed US chief brand architect at National Design Studio

Peter Arnell has been appointed as the inaugural chief brand architect for the United States, with the responsibility of overseeing the strategic and creative design of a cohesive brand system for the federal government. This role is part of the newly established National Design Studio, created through an executive order by President Donald Trump. Arnell will collaborate with chief design officer Joe Gebbia to enhance the user experience of government websites and maintain consistent branding across various government services. His background includes work with major private-sector brands like DKNY, Samsung, Unilever, and Chrysler, and he has previously held the position of honorary commissioner for the FDNY. He will begin his duties immediately at the Eisenhower Executive Office Building. The studio has already developed websites for initiatives such as Trump RX. Gebbia highlighted the importance of branding in government for building trust, with key focus areas including the social security system and passport services. Additionally, Arnell contributed to a Super Bowl advertisement for the Make America Healthy Again campaign.