Saatchi & Saatchi is probably one of the most famous advertising agencies out there, and when I was asked to work on a new global look for 2018, I couldn't be more excited. Working on a global rebrand for an agency that is in 67 countries and has over 114 offices has some pretty big challenges, and in this case, Saatchi needed an identity that could appeal to markets where heritage and tradition is a decisive factor, and at the same time appeal to markets where heritage has a negative meaning with the rise of small boutique agencies and nimbler models. With that said, a decision was made from day one: the Saatchi logo had to remain untouched.

In 1970, Saatchi & Saatchi was launched with “Nothing is Impossible" as philosophy and carved these words into the steps of its London offices, and that’s something they remain true to - and wanted it in the centre of all the work.

Heritage Inspired

Our concept gravitated around everything that Saatchi went through 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 decided to use repetition and distortion to affect our modern "Nothing is Impossible" lockup.

Always Moving

Part of making a modern identity for Saatchi was to make sure we had a language when it comes to 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 our branding, and was presented throughout, from presentation decks to business cards.

For the launch, we've started to produce a website platform that could adapt and change to work for any market. We've approached the website in a modular way, so each market could configure and create their own website, according to their needs.