Absurd- Design Agency rebrand
Rebrand and market positioning of a product and service Design Agency. Crafting a compelling brand narrative that resonates with their current target audience.
Tools
Figma
Adobe
Webflow
Miro
Role
Research
UI
Brand
Duration
8 weeks
The business needs
The agency had not undergone a rebrand in over 5 years, calling for an update and refresh, particularly in light of the drastically changed post-pandemic landscape. Both colleagues within the agency, and clients with projects, required our expertise to address their evolving needs.
Approach
After realizing we lacked research on our current clients, how people found us, and the problems we were solving, I initiated interviews with current and past clients. Additionally, leading an internal workshop to define the agency's desired perception, with brainstorms, inspiration gathering, and conducting a competitor analysis.
Deliverables
Market positioning research
Brand guidelines and kits
Marketing materials
Web design
Social media
Internal docs and assets
Client proposition decks
Logo and identity marks
I revitalised the logo, drawing inspiration from the Latin roots of "Absurd," which resonates with the story of Sisyphus from Greek mythology. This tale symbolizes the futile struggle of pushing a boulder up a hill, only for it to roll back down.
From this narrative, we adopted the ethos of "Working smarter, not harder," represented by an abstract hill and boulder within the 'A'.
As human-centered designers, we embrace this philosophy to simplify complex problems and innovate solutions.
