After 10 years of explosive growth with major accounts: AmBev (Budweiser, Bud Light), Honda, and Yum! Brands (KFC, Pizza Hut) and a host of others, Grip wanted to shake its "beer and cars" image to reach potential new clients who expected a different flavour of thinking.
Strategy— Simplicity and confidence. Grip's attitude as a weird wunderkind with a fantastic culture was well-known, but to move forward needed to grow up a bit.
Solution— From multiple typefaces and in-your-face quirk, we stripped back the layers of drop shadows and bevels to reveal a simpler, prouder agency. At launch, Grip had commissioned extravagant print pieces for pitches and a custom Pantone orange, making lead-times for production an all-night sprint to the finish. A simpler logo, a CMYK-compatible orange, and more DIY tools (such as notary seals) were recommended, speeding up printing and assembly of Grip's classic big ideas.