When I joined the team at Radical in October 2015, I was asked to perform a review of the agency from a visual standpoint. What I saw was a vibrant, young agency with a brand that just didn’t convey or reflect this. After a few short months, I was entrusted with the responsibility to rebrand the agency. An opportunity I grabbed with both hands.
I really wanted to push the brand, create something unexpected. Focusing on the I as a line, the thing that draws and creates. I felt the brand needed to exist off the screen, in the real world as strongly as it exits in digital, so I commissioned a light-box that we dragged around Dublin city to photograph, generating localised, brand imagery and establishing the brand as a living, breathing entity.