• Transform magazine
  • November 30, 2022

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BrandOpus celebrates move to employee-ownership with identity redesign

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Global branding agency, BrandOpus, celebrates its move to employee-ownership through an identity redesign that champions the creativity of its team.

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BrandOpus shifted to an employee-owned trust model earlier this year to recognise the importance and power of people within the business. Rooted in the idea of ‘uncommon sense’, the rebrand aims to celebrate the agency’s distinct approach to creativity.

“We exist to change the way people feel about brands and wanted to change the way people feel about ours. Moving to an employee-owned company marks a significant shift in our business and we wanted to ensure our brand reflects the magic and creativity that our people bring,” says Nir Wegrzyn, CEO and founding partner of BrandOpus.

The new logo, a cracked egg symbol, acts as a visual metaphor for creativity and ‘uncommon sense,’ symbolising the hatching of new ideas. It is in part inspired by Renaissance architect Filippo Brunelleschi, who is said to have used ingenuity, creativity and an egg to overcome his contemporaries’ bid to design the Duomo cathedral in Florence. 

Drawing inspiration from the story within the new symbol, the new ‘terracotta’ colour seeks to inject modernity into the new identity. Paired with a black and white colour palette, it aims to drive recognition across all brand touchpoints. 

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“To change feelings, you have to change meaning and we believe the most intrinsic way to do that is through associations. The new identity commemorates our distinctive approach to ideas through the Cracked Egg – a metaphor that is full of meaning both hidden and obvious. Alongside a fresh typeface, illustrative style and colour palette, the new design reflects the agency for today and tomorrow, and we’re excited to share it with the world,” says Wegrzyn.

The new visual language also includes an expansive illustration style, developed with illustrator and graphic designer, Martyna Makes, and a bold serif typeface that aims to deliver a distinctive tone of voice across all communications.