As we approached our 20-year anniversary, we wanted to come up with a campaign that would evolve and run throughout the year, while enabling us to reflect on our two decades within the industry and to have some fun at the same time. It started as many concepts do, with some threads of ideas – a 20-year commemoration identity, reflection, honoring clients and key players, and a standout look.
The 20-year commemoration logo was developed knowing that it would be used independently and also in conjunction with our corporate identity throughout the year. We wanted it to have the qualities of a seal but with a unique approach. We redrew the Olga font and encapsulated it within the shape, then refined it, including the addition of the drip. The biggest challenge was how to refer to it – seal, target, meatball, splat… !
We used our Science Agency proposition – Research, Strategy, Results – as the basis on which to create our superhuman team that serves superhero clients. We loosely translated client challenges into classical battles for good, which they ultimately are. These provided the underlying theme, paying homage to our clients over two decades while alluding to how our three-pronged solution saves the day in different scenarios.
The Chrome Campaign was conceptualized as a reflection on 20 years of client and project success. We were a typical marketing agency when we launched but our path quickly took us into life sciences and that’s been heavily reflected.