Our work for Starcom took a wealth of positioning work and got down to business figuring out what would feel right in offices from Chicago to Shanghai. An identity that would reintroduce Starcom to a powerful target audience so small you can almost fit ‘em all in one boardroom.

The design mission was twofold: stake a claim to the brand’s hard-earned expertise and professionalism, and stand for something bigger than today’s technology — because it’s almost yesterday’s.

The solution? Give an iconic brand the dignified type suite and color palette it deserves, but do it with a dynamic logo and extensions that make this B2B name feel more like an approachable consumer brand.

We kept it all a touch celestial to tie back to Starcom’s roots, but we cleared the way for the brand voice to step up to its rightful podium: something closer to The Economist than Bored Ape Yacht Club.

And while the end result may look pretty clean and buttoned-up, rest assured: we got our hands dirty on this one. Our team illustrated a wide array of digital iconography, guided photoshoots, and capped it all off by writing and producing the animated launch video you see above.