Aquent Studios

It's called co/creation.

As an integrated extension of Aquent Global Marketing, we helped reposition and rebrand its creative agency business, Aquent Studios, by evolving the overall brand strategy, identity, and digital experience.

Background

How do you shift audience perception to compete against some of the best in (a different) business? Despite having an impressive list of big-time, long-tenured clients, the agency extension of the global staffing firm, Aquent, faced challenges with optics, positioning, and nondisclosure agreements. The new positioning and brand needed to stand apart from its staffing roots while simultaneously building on its global presence and strong reputation amongst top-tier client prospects.

Solution

In an industry where everyone sells the same thing, we needed to focus on what made Aquent Studios different. The how. We helped develop the positioning and tagline around the concept of co/creation — which is what Aquent Studios does best. They have a rare ability to put the right people together fast and operate seamlessly with client teams at scale. Their ability to do this over and over for clients builds trust and longstanding relationships that thrive.

To express the concept of co/creation, we developed a model for engagement that we integrated into the visual brand language and logo system. Overall, we conceived the brand as digital-native, a detail threaded through micro-interactions and animations across the website experience, powered by a robust design system and components library we created. We also delivered a rich brand book detailing the brand definition and key visual markers such as color, typography, iconography, imagery, and more.

Role

Competitive Analysis, Brand Audit, Brand Foundation, Brand Positioning, Art Direction & Design, Brand Through Digital, Visual Identity, Design System, Component Library, Website Design

Collaborators