Madwell

Refreshing Madwell’s brand to reflect an agency that puts the madness of creativity, the unexpected, and the unpredictable to work.

Client

Madwell

Scope

Creative development, brand guidelines, website, social media, brand guidelines

Defining a graphic concept

Part of the reason Madwell’s brand was so hard to pin down is because it lacked a conceptual north star. If we were going to build a brand that would last, we had to define a graphic concept that all our work would reflect, even as trends came and went. Madwell’s graphic system should represent madness and discipline equally, to signal that they’re stronger together.

The Graphic Concept

Our flexible system is designed to represent the space we occupy between discipline and madness. Our system consists of two basic elements: the dot and the line. The dot, in static form, represents original perfection and speaks to Madwell’s affinity for polished, high quality work. As artist Paul Klee once said, “A line is a dot that went for a walk.” To Madwell, the line represents creativity, and the chaos that may ensue in pursuit of truly original, out-of-the-box thinking.