Amigo | Brand Storytelling & Visual Identity.
Putting A.I. at the heart of a progressive creative agency.
Fusing artificial and human intelligence to deliver real commercial impact.
Value Proposition & Storytelling.
Strategic model design.
Verbal Identity.
Visual Identity & Brand Guidelines (Crush & In-house).
Artwork Assets & Activation Templates.
In-house Design Team Roll-out Support & Guidance.
Context.
Amigo Partnership is a creative agency with an impressive global portfolio of clients across multiple sectors. The leadership team invited 17days to help define the agency’s next chapter: a bold and brilliantly conceived transformation of the business that would put the perfect blend of Artificial Intelligence and Human Intelligence at its core.
The scope of work began with explorative workshops to interrogate the new proposition, before creating a 360° storytelling toolkit including value proposition, product naming and brand phraseology. With new brand values and tone of voice established, a new visual identity was created, ready for roll-out across all comms, from website and social media to proprietary strategic models and the all-important Powerpoint template ;)
Amigo’s True Story.
The agency has always offered its clients a commercially motivated, evidence-based breed of creativity. By embedding A.I. in every step of a progressive creative process led by the agency’s hugely experienced team, Amigo would be able to offer clients creative solutions with even greater commercial impact, faster than ever before.
We defined Amigo’s central value proposition with the term, ‘Intelligent Progress’, and the process that would lead clients to it as, ‘Augmented Creativity’.
Amigo’s new visual identity captures the sophistication, dynamism and bold clarity of the new proposition. A simple yet incredibly versatile forward-leaning ‘I’, representing Intelligent Progress, sits at the beating-heart of everything, from the Amigo logomark to the static and animated graphic patterns that flow through all content.
Impact.
The journey to defining the new brand proved very valuable for the agency. Through hosted workshops and a collaborative creative process the leadership team were able to get deep under the skin of the new story they would be telling and selling. And, by giving the in-house design team the lead on the new identity roll-out we established a real sense of shared ownership and pride.
Amigo’s bold new proposition is now live, and supercharging the agency’s engagement with existing and new clients.
