Blink Twice
New Work: 27Names
One brand for 27 independent agencies, with room for each to keep its own.
The new 27Names brand is live. 27Names brings together Europe's leading independent live-experience agencies, one per country, with more than 1,500 people and 500 awards between them. We built its brand world: the story, a new identity and guidelines, the digital presence and The Barometer Report.
The Brief
Live experience is local, and big brands want agencies that know each market. That's what 27Names offers, and it's also what made the brand hard. It had to hold 27 companies, each with its own name and look, and still read as one network.
The 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 idea: 27 perspectives, one point of view.
The Identity
The original mark drew on Bodoni. We kept that tribute and gave the 27 the lead role, set in Canela above the name. Every member keeps its own logo, set beside the 27Names mark in one approved lockup.
Each member also has a country silhouette, and the country cards give every agency a place inside the 27Names identity without breaking the brand's rules. The colours are bright on purpose, to reflect the creativity across the network. Helvetica Now keeps the type neutral enough to sit beside 27 agency identities.
The Barometer Report
The brand launched with 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.
The Result
Every member agency now works from the same guidelines, so a 27Names deck looks the same whether it comes from Portugal or Finland.