BRANDING _ 2018
Saatchi & Saatchi
Saatchi & Saatchi launched in 1970, with the philosophy that “Nothing is Impossible” – a statement that is carved into the steps of the London building. The brief was to capture the essence of this, maintaining their prestige, whilst looking bold, modern and fearless.
Working at Saatchi & Saatchi I tasked with re-branding the London agency. My initial concept was to capture the herritage of the advertising agency but bringing it into the modren day. We looked at how we could deliver a message that incorporated print, digital and TV, the core of what we do.
We started by taking ideas from retro methods of print and animation and creating custom typeface animation that represented each of these. The results were beautiful, the concept breezed through senior management (which is unheard of) who also championed it to be the new global branding design for the entire Saatchi & Saatchi network.
To ensure the entire network felt like they played a part in this, we briefed out other agencies around the network to conceptualise, illustrate or animate their interpretation of what Nothing is Impossible means to them. It was a true collaborative approach.
A bold confident lock-up that makes a statement with attitude.
The full stop is always clipped to represent business is never finished.
Our initial inspiration drew us to retro formats of printing press and the repetition of the process.
Lockup repeated in a pattern downwards that can be used on any printed formats.
The repetition of film reels also allowed us to repeat the lockup in a horizontal format for landscape designs.
The lockup always starts and ends right up to the edge as if to never finish.
Audio was a very interesting area to draw inspiration from, as it cant be seen we drew inspirations from waves.
The design starts to take a more dynamic shape using a spiral of a wave to create impossible shapes.
Bringing it to life.
To support the messaging we created a whole series of impossible typeface animations to use in digital spaces and to be used as a references for other agencies to interpret.
Web design challenege.
We decided to keep the core brand style black and white, the only colour that gets injected into the brand is from our clients, a nice acknowledgement that we are here to hero our clients and the work we create for them.
The new site and design is due to launch at the end of this year for both the London and global website.
Buy a solar powered car, get a free sun. Simple. The campaign was a great success, all 100 cars were pre-ordered and had a positive impact on raising awareness of the cars new technology.
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