Brand Identity Design /
Leaning into the legacy of Hollywood and the intersection of technology, culture and music, I was tasked with creating a new identity for Deutsch LA. For me, this was the perfect opportunity to create something I strongly believed in—a brand infused with diversity of thought expressed through the agency's distinct design philosophy.
I wanted Deutsch LA's new visual identity to have a symbol that anyone could draw on a piece of paper. Something simple, easy and memorable enough for people to recognize and adapt to their own hand-drawing. The symbol needed to represent our people, the talents of the agency and the real commodity of our creative company. I wanted to create a flex mark that could represent our diverse group of people and still be recognizable as our logo.