27Names
27Names gave 27 independent agencies one brand, and let each keep its own.
27Names
27Names gave 27 independent agencies one brand, and let each keep its own.
27Names
27Names gave 27 independent agencies one brand, and let each keep its own.
Live experience is local, and big brands want agencies that know each market. 27Names brings Europe's leading independent live-experience agencies together, one per country. The brand had to hold 27 different companies, each with its own name and look, and still read as one network.
Overview
We built 27Names' brand world: the story and positioning, a new identity and brand guidelines, the digital presence, and the design of The Barometer Report.
1,500+ people, 500+ awards. One leading independent agency in each market, now under one identity.
Live experience is local, and big brands want agencies that know each market. 27Names brings Europe's leading independent live-experience agencies together, one per country. The brand had to hold 27 different companies, each with its own name and look, and still read as one network.
Overview
We built 27Names' brand world: the story and positioning, a new identity and brand guidelines, the digital presence, and the design of The Barometer Report.
1,500+ people, 500+ awards. One leading independent agency in each market, now under one identity.
Live experience is local, and big brands want agencies that know each market. 27Names brings Europe's leading independent live-experience agencies together, one per country. The brand had to hold 27 different companies, each with its own name and look, and still read as one network.
Overview
We built 27Names' brand world: the story and positioning, a new identity and brand guidelines, the digital presence, and the design of The Barometer Report.
1,500+ people, 500+ awards. One leading independent agency in each market, now under one identity.
Unlock
Most event agencies market themselves the same way, with reels of lit stages and crowds. 27Names had something no single agency could claim: the best independent in every market, each with deep local knowledge. The job was to make 27 voices sound like one without flattening any of them.
The Idea
27 perspectives, one point of view.
Unlock
Most event agencies market themselves the same way, with reels of lit stages and crowds. 27Names had something no single agency could claim: the best independent in every market, each with deep local knowledge. The job was to make 27 voices sound like one without flattening any of them.
The Idea
27 perspectives, one point of view.
Unlock
Most event agencies market themselves the same way, with reels of lit stages and crowds. 27Names had something no single agency could claim: the best independent in every market, each with deep local knowledge. The job was to make 27 voices sound like one without flattening any of them.
The Idea
27 perspectives, one point of view.
Unleash
We built a system that holds the whole network together.
Logo
The original mark drew on Bodoni. We kept that tribute and gave the 27 the lead role, set in Canela above the name, so the number the network is named after comes first.
Unleash
We built a system that holds the whole network together.
Logo
The original mark drew on Bodoni. We kept that tribute and gave the 27 the lead role, set in Canela above the name, so the number the network is named after comes first.
Unleash
We built a system that holds the whole network together.
Logo
The original mark drew on Bodoni. We kept that tribute and gave the 27 the lead role, set in Canela above the name, so the number the network is named after comes first.
Member lockups
Every agency keeps its own logo, set beside the 27Names mark in one approved lockup. Clients see the member's independence and the network behind it together.
Member lockups
Every agency keeps its own logo, set beside the 27Names mark in one approved lockup. Clients see the member's independence and the network behind it together.
Member lockups
Every agency keeps its own logo, set beside the 27Names mark in one approved lockup. Clients see the member's independence and the network behind it together.
Country cut outs and cards
Each member has a country silhouette, 27 in all, with seven regional shapes for comparing markets. The most important device is the country card, which gives every member agency a place inside the 27Names identity without breaking the brand's rules.
Country cut outs and cards
Each member has a country silhouette, 27 in all, with seven regional shapes for comparing markets. The most important device is the country card, which gives every member agency a place inside the 27Names identity without breaking the brand's rules.
Country cut outs and cards
Each member has a country silhouette, 27 in all, with seven regional shapes for comparing markets. The most important device is the country card, which gives every member agency a place inside the 27Names identity without breaking the brand's rules.
Colour and type
The colours are bright on purpose, to reflect the creativity across the network: yellow, orange, pink and light blue, with yellow on charcoal for the more elevated moments. Type is Helvetica Now, neutral enough to sit beside 27 agency identities.
Colour and type
The colours are bright on purpose, to reflect the creativity across the network: yellow, orange, pink and light blue, with yellow on charcoal for the more elevated moments. Type is Helvetica Now, neutral enough to sit beside 27 agency identities.
Colour and type
The colours are bright on purpose, to reflect the creativity across the network: yellow, orange, pink and light blue, with yellow on charcoal for the more elevated moments. Type is Helvetica Now, neutral enough to sit beside 27 agency identities.
Launch
The identity rolled out across 27Names' digital presence, member profiles and social, led by The Barometer Report, a data-led study of where European live experience is heading. We designed its infographic system and custom data visualisations, with client data in orange and agency data in blue.
Launch
The identity rolled out across 27Names' digital presence, member profiles and social, led by The Barometer Report, a data-led study of where European live experience is heading. We designed its infographic system and custom data visualisations, with client data in orange and agency data in blue.
Launch
The identity rolled out across 27Names' digital presence, member profiles and social, led by The Barometer Report, a data-led study of where European live experience is heading. We designed its infographic system and custom data visualisations, with client data in orange and agency data in blue.
Grow
Every member agency now works from the same guidelines, so a 27Names deck looks the same whether it comes from Portugal or Finland.
Grow
Every member agency now works from the same guidelines, so a 27Names deck looks the same whether it comes from Portugal or Finland.
Grow
Every member agency now works from the same guidelines, so a 27Names deck looks the same whether it comes from Portugal or Finland.