I think I can be accused of drifting from my brief on this one, in my defence there was a method to my madness. The brief was to create a solution that simplified BMF's Branding, something that will be embraced and implemented in all future touch points by all of BMF's staff. Considering the agency has well over 200 very creative employees (B&T's Australia's agency of the decade) all with their own unique ways of working and opinions of how the branding should behave.
I decided to create a brand based on seven characters reflecting several distinct personalities all linked together extremely strict guidelines to ensure consistency. Each employee was given the set of personalities as business cards and loads of support material just to start, this way no matter how each individual was feeling or who they were talking too there was always a unified yet unique look in support.
The hole left to fill was to address how the agency looked and talked when it didn't wan't to commit to just one of these personalities such as letterheads, disk covers, with comps etc, the answer was really simple, I just meshed them all together
Art Direction and Design
UX and UI
Digital mood monitor