Free Design & Branding FREE IDENTITY by FREE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Canada
Agency FREE
Creative Director Krystin Royan
Art Director Valéry Goulet
Released November 2011

Credits & Description

Category: Logo Design
Advertiser: FREE
Product/Service: CREATIVE AGENCY
Agency: FREE
Creative Director: Krystin Royan (Free)
Art Director: Valéry Goulet (Free)
: Creative Team (Free)
Media placement: Business Cards And Packaging - Marketing Collateral - November 30, 2011
Media placement: Stationery - Marketing Collateral - November 30, 2011
Media placement: Proposal Cover And Box - Marketing Collateral - November 30, 2011

Describe the brief from the client
Create a visual identity for our soon-to-be rebranded ad agency.

Describe the challenges and key objectives
In the process of rebranding our ad agency as FREE, we set out to create a visual identity that would both reflect our freethinking attitudes and could evolve with the company.

Describe how you arrived at the final design
Our solution was to create a logo composed of the negative space in and around the word FREE, which allows us to continuously refresh its look by laying new graphics beneath it. This negative space is brought to life through the addition of images that create personalised logos for each employee and die-cut stationery that allows us to incorporate client imagery into our identity.

Give some indication of how successful the outcome was in the market
Of course, it’s difficult to measure the results of a rebranding. However, we received over a dozen new business inquiries within the first week of launching our new identity.