At the end of July 2006, in collaboration with Hort, we developed a corporate identity for the merging of two global corporate companies. Draft, a direct marketing company, and FCB, a creative advertising agency.
Our response to the brief was what we coined as a ‘living corporate’. A living, breathing, personality to brand the company. The personality could be whoever Draftfcb wanted it to be. We wanted the personality to come out of the company and its employees.
The living corporate leaving his mark. The word ‘meet’ acting as a way of introduction. This making reference to a person. You’re being invited to meet the company, and see how they work.
The biggest task within the whole project, was designed, keeping in mind, that it was to be used amongst 9,000 employees worldwide.
The basic element within the stationery was the logo. Additional elements like ‘meet’, photography and expressive marks, which were intended to make reference to the design process and doodling, were incorporated to illustrate the idea of the living corporate.
A collection of stop motion animations, for the website, were also developed to illustrate the companies philosophy and thinking.
A Nice Idea Everyday assisted with filming and production.
The main branding elements used within the presentation material were the customised typeface and photography.
A customised typeface was also developed as part of the branding. It is a representation of the living corporate’s handwriting.
A cyrillic version of the Draftfcb typeface was also created.
(With and for Hort.)