Reimagining Assembly Global Through Strategic Design

Assembly needed a refreshed identity that felt bold, modern, and cohesive across every channel. I explored geometric forms and simple, flexible systems to create a brand that communicates unity and clarity — and works everywhere from decks to digital to large-scale media.

B2B BRANDING / B2B MARKETING / NEW BUSINESS / B2B VIDEO

    • Audited existing brand and competitors

    • Explored geometric, modular design directions

    • Rolled identity into decks, collateral, and digital use

    • Adobe Illustrator / InDesign / Photoshop

    • Figma for digital applications

    • Powerpoint and Keynote

    • Stakeholder workshops & design reviews

    • How simple geometry can express big brand ideas

    • Iteration and feedback cycles keep stakeholders aligned

    • Strong rules + flexible design = long-lasting system

Reimagining the branding of Assembly, a prominent media company with prestigious clients, presented an exciting yet demanding challenge.

Collage of various images including a quote, a woman in a historic dress in a horse-drawn carriage, a smiling man in a suit with abstract icons, a stylized portrait of a man, and a text that reads, "People are searching for meaning and to build their identity."

Process: The journey of transforming Assembly's branding involved a systematic and creative approach. The process followed can be summarized as:

  1. Research and discovery: Conducted a thorough analysis of Assembly's current branding, target audience, and competitors to gain valuable insights.

  2. Concept development: Explored various design concepts, focusing on geometrical shapes to reflect the desired message of unity and strength. Triangular elements were integrated to symbolize the combination of different aspects into a cohesive whole.

  3. Color selection: Carefully selected a limited color palette to emphasize the brand's identity. The intentional use of colors contributed to a visually striking and memorable aesthetic.

  4. Iterative design: Developed multiple iterations of the branding concept, seeking feedback from stakeholders at different stages to refine and enhance the design.

  5. Collaboration with stakeholders: Worked closely with Assembly's team to align the new branding with the company's vision and gather valuable input throughout the process.

  6. Implementation and rollout: Executed the final branding design across various touchpoints, such as digital platforms, print materials, and merchandise, ensuring consistency and coherence.

Text on a beige background that reads, "we are a modern agency."
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A web page layout with a header featuring a company logo, navigation menu, and large hero image of two people dancing. Below are sections with text, images related to media and storytelling, company news articles, a call-to-action in orange, and contact information with social media icons.
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A geometric drawing on a white background featuring a large black outlined equilateral triangle at the center, with smaller internal triangles and lines creating a recursive pattern, along with several faint diagonal, horizontal, and vertical guide lines.

Outcomes: The reimagined Assembly branding successfully achieved its goals, generating significant positive outcomes:

  1. Enhanced brand recognition: The new branding maintained a sense of familiarity while infusing a fresh and contemporary visual identity, ensuring that Assembly remains recognizable to its audience.

  2. Reflecting diversity: By carefully crafting a visual identity that represents the diverse range of clients, Assembly now presents itself as an inclusive and versatile media company.

  3. Standing out from competitors: The combination of geometric shapes and selective use of color provided Assembly with a distinctive and eye-catching brand image, setting it apart from competitors in the industry.

  4. Positive audience response: The rebranding received overwhelmingly positive feedback from both existing and potential clients, creating a strong impression and fostering a deeper connection with the target audience.

The journey of reimagining Assembly's branding was not only a creative endeavor but also a strategic process that resulted in a successful transformation. The new branding now serves as a powerful representation of Assembly's identity, showcasing its commitment to excellence and innovation in the world of media.