Saatchi Branding
2018
Saatchi & Saatchi
Creative Direction, Design Direction & Motion
Saatchi & Saatchi is one of the world's most famous advertising agencies, and I was briefed to work on a new global look for 2018.
Working on a global rebrand for an agency that operates in 67 countries and has over 114 offices has some pretty big challenges. In this case, Saatchi needed an identity that could appeal to markets where heritage and tradition are decisive factors and, at the same time, appeal to markets where heritage has a negative meaning with the rise of small boutique agencies and nimbler models.
That said, a decision was made from day one: the Saatchi logo had to remain untouched. In 1970, Saatchi & Saatchi launched "Nothing is Impossible" as its philosophy and carved these words into the steps of its London offices. They remained true to this philosophy and wanted it at the centre of all the work.
Heritage Inspired
Our concept gravitated around everything that Saatchi went through over the years, all the different projects and processes, from film strips to radio waves, but with a modern take that helped them to remain creative since the day they were launched. Inspired by traditional media and printing processes, we used repetition and distortion to affect our modern "Nothing is Impossible" lockup.
Always Moving
Part of creating a modern identity for Saatchi was making sure we had a language for animation. Most of our branding now exists in display and other digital media, so it was key to create a consistent moving language that delivers on our heritage inspiration but helps with the mission of making our branding modern.
Stationary
Nothing is impossible became the centre of the branding, and was presented throughout - from presentation decks to business cards.
Global Website
For the launch, we've started producing a website platform that can adapt and change to work for any market. We've approached the website modularly so each market can configure and create its own website according to its needs.
me@brunodilucca.com
2001 — 2024
