Instrument | Rebrand
Role: Creative Producer
Agency: Instrument
As an agency that has exponentially evolved in growth and creative innovation, Instrument was ready for a rebrand to match. Functioning as one of the few through-lines, and the sole producer, on its Brand and Marketing team; I was fortunate enough to coordinate across teams and disciplines to bring to life a new look worthy of a bold voice.
Moving away from the monotone minimalism that had become all too familiar industry-wide, we set out to revolutionize our brand presence into an embrace of dynamic aesthetic polarity.
A vision this large called for an overhaul of every existing brand element, as well as the creation of net new brand campaign pieces to promote and elevate us from where we were, to where we wanted to go.
We built an entirely new website that aligns how we showcase our work with the editorial intention the we bring to each campaign.
We created fully bespoke typefaces, and leveraged our industry partnerships to open-source it on Google Fonts.
We made new wordmarks and logomarks that reflect the dialectical but cohesive nature of our work.
And we built a brand infrastructure with a litany of applications that will keep up with the ambitions and fluidity of the future.
A wholesale brand campaign as ambitious as this had inherent challenges that required learning and iterating on new methodologies to connect the dots between a myriad of executions. I’m beyond proud of Instrument and my team for making this vision a reality.
You can read more about the theory and practice of Instrument’s rebrand here.