Case Study

AG group

A graphical expression of culture in motion.

Issue

All Entertainment Group, wanted to rebrand as AllGroup to signal its move as a Saudi-born and raised IPO to lead the market in experience creation.

Under the guidance of Allgroup's leadership, we honed the brand's point of view to "Experience Culture in Motion" by positioning its narrative as "Designing the human experience multisensory experience," tackling the future of entertainment creation with the decentralizing of venues, talent and time in the event industry.

Insight

The new group image needed a bold and striking image, one that instilled a sense of dynamism uncommon to the competition.

We used "Culture in Motion" as a platform to greater a graphical system inspired by the waves of culture. Electrifying colors were used from warm to vibrant, enabling the group to transform its presentations and documents to suit any project wrap-up.

Insight

With the "Waves of Culture" graphical platform, we hand-layered a fluid AG monogram creating a tension between a strong monogram and the fluid motion of creativity.

To continue this tension between corporate and creative, we dissected the monogram and merged voids, fills, and outlines to layer a composite graphic system that pulls visual power from a corporate asset, the AG monogram giving employees and clients the motivation of a strong creative group.

Translating the group's newly found brand strategy of experiencing culture in motion, the rebranding was built around the waves of cultural evolution.

We readdressed the original memorable letters into "the waves of culture" creating visual movement within the curves and presenting a logomark that simulates a continuous flow. This vibrant brand tone, set the stage to an equally graphical identity that cascades throughout its applications.

We readdressed the original memorable letters into "the waves of culture" creating visual movement within the curves and presenting a logomark that simulates a continuous flow. This vibrant brand tone, set the stage to an equally graphical identity that cascades throughout its applications.

We created tension between the corporate and creative sides of AllGroup, dissecting the monogram into a composite graphic system that pulls visual power from a corporate asset, the AG monogram, and translating it into a layered visual experience.

Leveraging the typographic branding into a pattern of color and outline interplay brings what used to be a rigid profile into a celebration of expanding culture. This visualization conveys the group's bold organization leadership and makes sense of the strides in the newly opened sector of experience innovation.

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Case Study

AG group

A graphical expression of culture in motion.

We created tension between the corporate and creative sides of AllGroup, dissecting the monogram into a composite graphic system that pulls visual power from a corporate asset, the AG monogram, and translating it into a layered visual experience.

Custom Brand Labs.

Custom
Brand
Labs.