321 The Agency
Brand Evolution & Motion
321 The Agency
Brand Evolution & Motion
321 The Agency
Brand Evolution & Motion
22-2024
This project documents a period of continuous brand evolution, shaped by experimentation, immediate needs, and rapid iteration.
Rather than a single fixed outcome, the work shows how a brand system adapted over time.
Leveraged Diciplines
Art Direction
Digital desgin
Visual design
Branding
Motion Design
Video Editing
Roll
Former in-house designer
Returned as external creative partner
Establishing the Foundation
The existing identity provided a solid foundation, but lacked the flexibility and expressive range needed for the brand’s next phase.
Establishing the Foundation
The existing identity provided a solid foundation, but lacked the flexibility and expressive range needed for the brand’s next phase.
Concept boards
Concept boards
Round 1
The first round focused on establishing a refreshed brand direction—updating the wordmark and defining a new visual language to modernize the system.
Round 1
The first round focused on establishing a refreshed brand direction—updating the wordmark and defining a new visual language to modernize the system.
Round 1
The first round focused on establishing a refreshed brand direction—updating the wordmark and defining a new visual language to modernize the system.
Round 1 In Use
Round 1 In Use
Round 1 In Use
Round 2
The first round focused on establishing a refreshed brand direction—updating the wordmark and defining a new visual language to modernize the system.
Round 2
The first round focused on establishing a refreshed brand direction—updating the wordmark and defining a new visual language to modernize the system.
Round 2
The first round focused on establishing a refreshed brand direction—updating the wordmark and defining a new visual language to modernize the system.
Round 2 In Use
Round 2 In Use
Round 2 In Use
Interim Identiity
The refined direction was developed into an interim identity, designed to solve immediate brand needs while allowing the system to remain flexible as it continued to evolve.
Interim Identiity
The refined direction was developed into an interim identity, designed to solve immediate brand needs while allowing the system to remain flexible as it continued to evolve.
Interim Identiity
The refined direction was developed into an interim identity, designed to solve immediate brand needs while allowing the system to remain flexible as it continued to evolve.
As the brand continued to evolve internally, the visual system was further refined.
Reels
Motion work translating the interim identity into social-first video and dynamic brand expressions.
Reels
Motion work translating the interim identity into social-first video and dynamic brand expressions.
Reels
Motion work translating the interim identity into social-first video and dynamic brand expressions.
Continued iteration led to further refinements across the identity.
