Peter Arnell Appointed Chief Brand Architect of U.S. National Design Studio: A Decades-Long Career in Branding and Design

The Trump administration has appointed designer Peter Arnell as the chief brand architect of the U.S. National Design Studio. This newly created role will significantly influence how the federal government’s digital presence is perceived and experienced by the public.

Arnell brings extensive experience, having collaborated with industry giants such as PepsiCo, McDonald’s, Apple, Reebok, and Disney. His work spans multiple disciplines, including photography, digital interfaces, and physical product design, often characterized by a clean, bold, and simple creative direction.

In his new position, Arnell will report to Joe Gebbia, cofounder of Airbnb and the Trump administration’s choice for chief design officer of the National Design Studio. Established in January 2025, the studio’s mission is to enhance the usability and aesthetics of federal digital services. Notable projects so far include:

• Launching TrumpRx, a federal pharmaceutical provider website.
• Redesigning the food pyramid to emphasize protein intake.
• Transforming the official White House website into a promotional reel for the president.

Arnell’s responsibilities will include leading the strategic and creative development of a unified design and brand system for the U.S. government. His goal is to ensure that every interaction with the government is clear and consistent. Initial priorities include rethinking the Social Security system and the passport acquisition process, according to Gebbia’s interview with Dezeen.

The overhaul of the federal government’s digital presence has been in development for years. The Biden administration initiated the effort in 2024, following 2023 data that revealed 45% of over 10,000 federal websites were not mobile-friendly and 60% had potential accessibility issues. Experts at the time estimated the redesign would take approximately 10 years. While the exact number of active federal websites today remains unclear, Arnell has suggested the figure is closer to 27,000.

Arnell’s appointment underscores the vast scope of this initiative, which is expected to impact thousands of digital experiences across the government. With more than 30 years of design experience, Arnell has worked on numerous projects for iconic American brands, as well as a few notably controversial rebrands. (Arnell did not respond to a request for comment by the time of publication.)

Three Decades of Design Leadership

In 1993, Arnell founded his own design firm, Arnell Studio, where he served as chief creative officer until 2011. He then established Intellectual Capital Investments in 2012, a multidisciplinary firm where he currently holds the roles of designer and CEO.

Throughout his career, Arnell has built an extensive portfolio, including:

• Developing multiple products for Home Depot.
• Designing the iconic Mug root beer can featuring the dog mascot.
• Creating exhibitions for Jeep.
• Designing eyewear for Disney.
• Producing advertisements for Apple.

A quote from a 2009 i-D magazine profile, still featured on Arnell’s website, captures his multidisciplinary approach:

"He’s known for working across multiple disciplines (design, branding, marketing, architecture, and photography are among the skills in what he calls his ‘large, powerful toolbox’); for probing how these disciplines can entwine to create new forms."