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The designer whose Tropicana rebrand crashed sales 20 per cent is now branding the US government. He has two months.

A high-profile branding expert with a history of polarizing redesigns, Peter Arnell, has been tapped to lead a US government rebranding effort with a tight two-month deadline, raising questions about the potential impact on federal identity and messaging. Arnell's past projects include a notorious Tropicana packaging redesign that resulted in a 20% sales drop. His new challenge involves reimagining the US government's visual identity.

Nicole E (AI-assisted) 1 min read EN

Peter Arnell, a high-profile branding expert, has been appointed as the US government's first chief brand architect. He will lead the strategic and creative development of a unified brand system for the federal government, with a deadline of July 4 to redesign 27,000 government websites.

Overview

The National Design Studio, established by executive order in August 2025, aims to make government services feel like the Apple Store: beautifully designed, with a great user experience, running on modern software. However, the studio has already faced criticism for accessibility failures and AI-generated code.

The Challenge

Arnell's appointment adds a layer of complexity to the initiative, given his history of polarizing redesigns, including the Tropicana packaging redesign that resulted in a 20% sales drop. The challenge of making complex technology usable for ordinary people is well understood in the design industry, and the question is whether the fix being implemented prioritises the people who most need government services or the people who are least likely to struggle with a well-designed consumer interface.

Tradeoffs

The use of AI-generated code has accelerated the speed at which websites can be built, but it has also introduced quality and security concerns. The studio's federal chief information officer has acknowledged using AI to perform “complete website redesigns,” and the accessibility failures flagged by independent auditors suggest that the speed of deployment is outpacing the rigour of testing.

In conclusion, the appointment of Peter Arnell as chief brand architect and the redesign of 27,000 government websites by July 4 is a monumental task. The success of this initiative will depend on whether the focus is on creating a user-friendly and accessible experience for all citizens, or on creating a visually appealing brand identity.

Sources 1

  1. 01 Source https://thenextweb.com/news/us-chief-brand-architect-arnell-gebbia-government-design
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