PHD gets a global branding makeover
Omnicom Media Group agency, PHD has been given a fresh brand identity globally, in order to relect its ‘Make the Leap’ philosophy. It has been implemented across all of PHD’s 100+ markets.
‘Make the Leap’ is a call to action for “leveraging the power of imagination to drive disproportionate growth for its clients’ business”, with Australian CEO, Mark Jarrett commmenting the new look and feel “brings a modernity to PHD”.
He said it comes at a time when “so many elements of the marketing and media space are evolving due to advancements in data & technology, accelerated by the disruption of the pandemic”.
“PHD’s recent publication, Shift, researched these changes and the updated branding very much reflects the environment the book reveals.”
Worldwide CEO of PHD, Philippa Brown said: “For over 30 years, PHD has put creativity, innovation, and thought leadership at the heart of the business. Creativity and the power of imagination are what fuel our industry and we believe that only by making imaginative leaps in creativity can we best help our clients flourish and, therefore, leap forward commercially. The evolution of our identity brings this idea to life, with a contemporary and dynamic mark that positions us for the future.”
The refresh was created in collaboration with design director Cosmo Jameson, and in order to fully embody the PHD brand ethos, has been designed with digital, motion and audio integrations in mind.
“PHD has an industry-leading intelligence born from the duality of strategy and creativity,” said independent designer, Jameson. “The brief was to capture the imaginative leaps and it’s the visual theme of duality, along with ‘the leap’, that drives an ownable visual language throughout the identity, defining brand imagery and film but most noticeable in the brand mark which has been recrafted as an ambigram.”
The new branding also includes visual assets that represent PHD’s values of Creativity, Courage, Openness, Collaboration, and Curiosity, according to the agency.
Global chief strategy officer, Mark Holden, said: “In the modern world, advancements in data and technology have enabled marketers to improve how they target and measure their campaigns. However, while this is hugely important, at PHD, we know that every great campaign starts with a great creative idea. That’s why our new identity focuses on creativity above all else – because it’s the power of imagination that drives disproportionate growth, not just reports and spreadsheets.”
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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