Canvas Worldwide: Brand for Hyundai’s Media Agency
We worked with a great team at Innocean Worldwide USA, to create a visionary brand identity for Canvas Worldwide, a brand new, stand-alone global media agency. CANVAS is a joint venture between INNOCEAN Worldwide and Horizon Media. CANVAS represents the ability to generate custom-designed solutions for the ever-changing advertising landscape and at the same time, embodying people who radiate creativity and curiosity. The company is built on the philosphy that given a blank canvas on which to create, an abundant imagination can achieve almost anything. We want people to see the brand as a fresh, creative, innovative new player. People should feel intrigued inspired, and curious to explore.
We wanted to create a brand that is meaningful, differentiated and flexible. So we explored wordmarks, symbols and numerous combinations that pushed to viewer to think and interact. Ideas ranged from broad brush strokes that would take on the content of the media clients to an abstract C that would be a portal to new media ideas and solutions. The best solution, which was internally dubbed as “the implied frame,” embodied the brand and its values in the most complete way. Meant to be less commercial and more avant garde or fashion-forward. This idea is based on an abstract frame that contains any and all possible content, which creates the implied canvas. The frame itself is derived from the cross strokes of the “A” letterforms. The final result is a minimal solution that invites the viewer to engage with the brand.
The first round of conceptual ideas was met with a standing ovation from the client’s leadership. Approval of creative concepts have come quickly and the client is excited to showcase the brand in the launch of CANVAS and during the hiring process. Forthcoming CANVAS Worldwide launch anticipated for January 01, 2016.
All the samples below are due to the great collaboration from the team at Innocean USA:
Creative direction/writing – Chris Halas
Associate Creative Director – Tricia Ting
Art Director – Eric Stevens
Website User Experience – Damien Dalli, Jon Farjo
Below are excerpts from the brand guidelines that we created.
Other proposed brand applications: