BrandCulture
Transforming the identity of a London-based agency with 20 years’ experience at the intersection of brands & culture.
Project:
Rebrand/
Art DirectionRole:
Design/
DevelopmentProject Overview:The world does not revolve around brands, but it is possible to increase their gravitational pull. Since 2004, BrandCulture has been applying their Theory of Relevancy to help clients become a cultural and commercial force. Their team of Relevance Creators developed a proven approach to propel international brands into people’s orbits. It’s a unique combination of strategic rigour, creative ingenuity, partnerships expertise and campaign execution excellence.
The primary objective of the rebrand was to establish a new visual identity that authentically reflected BrandCulture's evolved service offerings and enhanced market positioning. The aim was to create a look and feel that embodied an upstream and aspirational ethos, effectively bringing to life the renewed focus on 'Relevancy.' This shift helped move BrandCulture beyond being seen purely as a partnerships agency, showcasing the full breadth of their capabilities.
The identity also aimed to balance the scientific rigour and structured processes behind their strategic output with the flair and inventiveness of their creative work. Above all, the rebrand had to communicate not just who they are now, but who they aspire to become. At the heart of the identity is a device I designed to represent global culture - a visual expression of relevancy that anchors the entire system.
The Concept:The Culture Cloud is the anchor of the identity - an abstract device representing global culture and the invisible field of influence surrounding every individual.
Rendered as a fluid, breathing mist of particles with a gravitational centre, it expresses the pull that culture exerts on all of us - the passions, interests and moments, represented by the glowing orbs, that shape people's personal worlds.
Relevancy is the art of placing brands within that field of awareness: connecting them to the cultural forces people already love, so they're drawn into their orbit. Appearing alone as the brand's signature device or swirling around individuals in photography, the cloud tells the agency's story in a single image - culture connects everyone, and BrandCulture connects brands to culture. Interpreted across every touchpoint, it balances scientific rigour with creative flair: relevancy, made visible.
