Never Before Awards

CHALLENGE

dentsu

HR People awards incentive program

dentsu faced the challenge of rebranding their existing awards program to align more closely with “the 8 Ways to the Never Before” - the dentsu behaviours tenets. The goal was to reinforce and celebrate these dentsu behaviours by creating a new name and visual identity for the awards, including hero logo.

SOLUTION

Never Before Awards

Several concepts were explored, drawing inspiration from the existing visual assets of both the dentsu corporate brand and “the 8 ways” suite. While remaining within the dentsu visual identity guidelines, the concepts needed to stand out from the typical “dark background + colored spheres” content commonly seen, in order to create visual interest. Additionally, they had to seamlessly integrate within the various dentsu digital environments. The resulting outputs boldly heralded a new offering, while maintining harmony with the dentsu brand. 

ROLE

Art direction / Branding & VI / Concept / Design & layout / Illustration / Imagery selection / Finished artwork

Optioneering

Several strong Visual identities were developed for selection by the board. Considerations included the current brand, established materials weighed against the desire for something which grabbed attention by it's distinction.

To assist the team with their deliberation of the concept routes, I created speculative assets for each of the concept routes. Contexts included internal software, digital screens, real-world instra-structure and external socials.

Chosen Visual Identity

Concept 4 was chosen because it was undeniably attention grabbing and distinguished itself by potential for a white background option. Not only did it capture the essence of 'that which is unprecedented', the Never Before orb mechanic incorporated the dentu coloured sphere assets in a unique way.