Who is Peter Arnell, America’s new chief brand architect?

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 Pepsi Co, Mc Donald’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 th