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Who is Peter Arnell, America’s new chief brand architect? You might know him from Tropicana’s failed rebrand or that infamous Mike Tyson Super Bowl ad
Peter Arnell's appointment as chief brand architect for the National Design Studio signifies a transformative approach to how the U.S. government will present itself to the public. His extensive background in branding and design, including notable successes and failures, suggests that his strategies will aim for a more unified and user-friendly government digital experience, which could redefine public interaction with federal services.
FastCompany: The Trump administration just elected designer Peter Arnell “chief brand architect” of the National Design Studio. It’s a role that could have massive ripple effects for how the American government presents itself. Arnell has worked with a multitude of well-known companies, including PepsiCo, McDonald’s, Apple, Reebok, and Disney. His work spans disciplines from photography to digital interfaces and physical products, often embracing a creative direction that is simultaneously simple, clean, and bold. In his new position with the U.S.
government, Arnell will serve under Joe Gebbia , cofounder of Airbnb and President Trump’s pick for chief design officer of the National Design Studio, which was created in January 2025 with the mission of improving the “usability and aesthetics” of federal digital services. So far, that’s included creating new websites like TrumpRx , a federal pharmaceutical provider; redesigning the food pyramid to prioritize protein; and turning the official White House website into a fan reel for the president.
Arnell’s role will entail leading “strategic and creative development of a unified design and brand system for the U.S.” and ensuring “every interaction that people have with the government is clear and consistent,” starting with rethinking the Social Security system and the passport acquisition process, Gebbia explained in an interview with Dezeen .
An overhaul of the federal government’s digital presence has actually been in the works for years: The Biden administration began working on it in 2024, after data collected in 2023 showed that of more than 10,000 federal websites, 45% weren’t mobile- friendly and 60% had possible accessibility issues. At the time, experts estimated that the redesign effort would take around 10 years. (It’s unclear exactly how many federal websites are operational today, though Arnell has put the figure closer to a whopping 27,000.) What is clear is that Arnell’s new role has a huge scope that’s likely to touch thousands of digital experiences.
He’ll bring 30-plus years of design experience to the job, including dozens of projects for iconic American brands, one epically bad rebrand, and a penchant for ruffling feathers. (Arnell did not respond to a request for comment by the time of this writing.) Three decades of brand work In 1993, Arnell founded his own design firm, Arnell Studio, where he worked as chief creative officer until 2011. In 2012, he founded a multidisciplinary firm called Intellectual Capital Investments, where he currently serves as a designer and CEO.
Over the course of his career, Arnell has worked with a vast portfolio, developing dozens of products for Home Depot, putting the dog on the Mug root beer can , creating exhibitions for Jeep , designing glasses for Disney , and making ads for Apple , among many other projects.
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Peter Arnell's role as chief brand architect for the U.S. government represents a significant shift in public branding strategy, making it highly impactful and relevant, while his past experiences provide a mix of novelty and familiarity in branding discussions.