Brand Identity

Animated on AE


The challenge of the rebrand of our 11 year old grassroots experiential marketing agency was to create the next evolution of its identity that is attention grabbing and sets it apart from its competitors. We built a large wall of inspiration, taking into account design trends, both analogue and digital into a catalogue of ideas. We explored color, typography, and an extensive exploration of the name and the F letterform from how we could represent it through various visual perception element studies throughout our hand drawn sketches to the refined digital iterations.


We dug into our insights: the strategy, brand voice, and personality of the agency to make sure we stay true to who we are–Experiential is our foundation and core business that is informed by the strategic pillars of our work (digital, social, content) and every work that we put forward is an inherent intersection fo our philosophy of People, Design, and Culture.


The identity was best represented by simple geometric forms that stem from the pillars and philosophy of the agency. The modular design, when stacked, adds visual texture and micro decision details–spot illustrations, animations, typographic variety–to reflect the agency’s originality, wit, fun, and intelligence to our audience. Throughout the design style guide, modular principles, greater use of illustration, photography are used to create a varied and vibrant presentation. We brought the new branding to life with launching a redesigned website for both desktop and mobile devices.

The typographic language expands to create contemporary, functional system that is simple and sophisticated. The use of striking color palette and stylistic photo imagery were mindfully selected to bring about unique characteristics that celebrate the new identity’s graphic intelligence and visual modularity.