Diversified Agency Services Design & Branding CATALYST IDENTITY by Hornall Anderson

CATALYST IDENTITY

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Industry Advertising & Communication
Media Design & Branding
Market United States
Agency Hornall Anderson
Designer Shane Long
Released February 2011

Credits & Description

Category: Logo Design
Advertiser: DIVERSIFIED AGENCY SERVICES
Product/Service: THE CATALYST SESSIONS
Agency: HORNALL ANDERSON
Chief Executive Officer/Creative Director: Jack Anderson (Hornall Anderson)
President/Creative Director: Lisa Cerveny (Hornall Anderson)
Senior Designer: Yuri Shvets (Hornall Anderson)
Designer: Shane Long (Hornall Anderson)
Media placement: Identity - Internal Corporate Facing - 1 March, 2011

Describe the brief from the client
Comprised of over 200 vastly different creative companies, Omnicom DAS established a single platform called The Catalyst Sessions, connecting the brightest thought leaders for shared expertise. Our mandate was to develop a unique identity to reflect this cumulative brain trust in a way that’s exciting and proactive.

Describe the challenges and key objectives
The challenge was to create an identity that was reflective of the Catalyst Sessions’ creative core and to keep the design from appearing too corporate in look and feel.

Describe how you arrived at the final design
We realised rather quickly that we needed to represent a mindset, rather than the organisation itself. We decided on an octopus, as it is one of the most intelligent of creatures, highly adaptable and fluid, actively seeking answers and clever in nature. The octopus serves as the perfect metaphor with outstretched tentacles symbolising global reach and a magnetic force that pulls together an assembly of minds to discuss infinite possibilities.

Give some indication of how successful the outcome was in the market
This wasn't a public/outward facing identity.