‘Draftfcb Branding’

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Corporate guidelines booklet

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Meet Draftfcb

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.

Brandmark

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.

Corporate Guidelines

The biggest task within the whole project, was designed, keeping in mind, that it was to be used amongst 9,000 employees worldwide.

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Letterhead, fax, memo, business cards, envelope labels, presentation covers.

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Stationery

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.

(Play video)
(‘About Us’. Stop motion for website.)

Stop Motion Videos for Web

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.

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(‘Capabilities’. Stop motion for website.)
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(‘HR’. Stop motion for website.)
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(‘Our approach’. Stop motion for website.)

(Powerpoint templates)

Presentation Material

The main branding elements used within the presentation material were the customised typeface and photography.

(Play video)
(‘Tools’. Stop motion for website.)
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Draftfcb Latin

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Handwriting

A customised typeface was also developed as part of the branding. It is a representation of the living corporate’s handwriting.

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(‘Thought Leadership’. Stop motion for website.)
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(‘History’. Stop motion for website.)
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Draftfcb Cyrillic

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Cyrillic Handwriting

A cyrillic version of the Draftfcb typeface was also created.

(With and for Hort.)

(Play video)
(A stop motion animation created for the official public launch of the brand.)