In 2023, digital marketing agency Organic and brand experience agency Barefoot merged to become one holistic offering. While keeping the name Organic, the new agency would position itself as ‘a digital-first brand performance agency, delivering modern brand creative, with precision, driving results impossibly fast.’
Our challenge was to keep the essence of the two agencies, namely the Organic wordmark and Barefoot’s trademark ‘wurple’ color and create something new. The visual identity had to match the new brand positioning of ‘Impossibly Fast’. We pulled influence across a range of categories including modern athletic brands and cubist poster design. We ultimately found the roots of the new vis id from influences of articulations of speed. The striping came from the autobahn ‘no speed limits’ signage. The flat purple was pivoted into a gradient to imply motion and a dial system was created as a nod to speedometers and intricate watch design.
Team: Creative Direction: Andrew Carlson + Eric Leighton | Design: Emily Kline + Bryce Herbst