Where Digital Goes

Challenge 

There is no shortage of digital agencies around the world, so WDG needed to stand out for their expertise and results-oriented process as well as demonstrate the power of social media to their senior, executive audience.

Our brand agency was tasked with going beyond appearances, ensuring that founder Margo could implement her brand without the assistance of a design team. We also needed to incorporate her business advice and copywriting directly into the branding.

Brand Strategy

Are & Be helped refine WDG’s strategy and messaging, making sure the positioning supported the theme of thought-leadership. We then moved to the brand articulation phase, developing a range of conceptual, visual, and verbal directions to discuss.

Brand Messaging:

Where Digital Goes is all about useful social media marketing advice. So, the creative idea was to use the construct ‘Where _____ Goes’, swapping the word Digital for key tips and insights about audiences.

This gave WDG a flexible messaging and visual framework to show their expertise across different channels and sectors.

Brand Identity Design

For the visual brand identity, we focused on expressing the idea of direction and flow of where social media ‘goes’ visually. Where does it start? Where does it stop? And how does it work?

In addition to the copy-led style, we used a set of paths to represent these directions. The idea is that these paths demonstrate the various ways in which social can impact business, how it connects individual aspects, and the final result.

The adaptability of this graphic device, combined with the copy-led approach and photography, resulted in a layered system that allowed for a variety of communications without becoming stale.