MOO! BVI
Art direction | Brand development | Brand storytelling | Creative direction | Strategy
We set out to build a brand system packed with versatile assets that embodied our brand.
When I rejoined Cow in London as Creative Director, I teamed up with the highly respected Matt Wilcock, a top-notch CD in PR. My role was to elevate the art direction and craft of our campaigns. I kicked things off by setting up Cow's Studio, hiring a full-time designer, and bringing in a talented mix of freelancers from my network.
Part of this revamp involved refreshing the Cow brand. Cow, a 20+ year old independent agency, is known for its creative flair in the UK market. But as the agency had matured and gained serious industry clout, we needed a brand refresh that reflected our growth without losing our essence.
We took inspiration from the legendary American art director and graphic designer, Paul Rand. Over his 60-year career, Rand revolutionised visual communication in America. With his editorial designs he brought a fresh perspective to the U.S. His vibrant use of colour, innovative typography, and creative media work aimed to "defamiliarise the ordinary," and his influence is still felt in graphic design today.
In the end, we landed on a brand system that leaned into editorial graphic design elements, reflecting Cow's PR roots. We drew inspiration from cow patterns and editorial illustrations, developed a vibrant and fun colour palette, and created a new wordmark that told the story of what we do as a business, namely comms
