DesignStudio rebrands Ascential with dynamic identity
DesignStudio, a leading brand agency, took on the task to revamp the brand identity of Ascential, a renowned British B2B media firm known for organizing significant events such as Cannes Lions and Money20/20. The goal of the brand overhaul was to bring together Ascential’s diverse range of services under one cohesive, dynamic, and adaptable brand system.
This process involved a careful evaluation of Ascential’s core values and their standing in the market. The resulting brand impressively mirrors Ascential’s ongoing commitment to innovation and excellence in their industry while displaying an exciting color palette and modern typography.
The reimagining of Ascential’s operations into a brand that genuinely stands out showcases DesignStudio’s expertise in creating captivating brand identities. These identities establish a stronger connection with audiences, fostering business growth and development.
As Ascential began to emphasize event management, they entrusted DesignStudio with aligning the brand to this shift. This involved a new logo, revamped website, and a streamlined brand message to integrate their event management focus with existing services.
The new strategy was centered around the concept of ‘the power of uniting’ at Ascential’s events. Such intuitive and effective thinking serves to revolutionize Ascential’s image in the industry, presenting them as central to the evolution of their sector.
The updated identity includes a new logo featuring five adjustable arrowheads, representing the convergence point of the events.
Reimagining Ascential’s brand with DesignStudio
Bathed in a cosmopolitan mix of charcoal, cream, and the bold Ascential Yellow, it merges colors from key sub-brands like Cannes Lions.
The creative process didn’t stop at the logo. DesignStudio also developed a comprehensive pattern design system, which spans across the brand’s images, typography, custom illustrations, and communication materials. This dynamic system brings consistency and precision to Ascential’s visual identity, with a possibility of a variety of engaging content for the audience.
Custom illustrations added another layer to the brand, making complex ideas easy to understand and engage with. This innovative and interactive approach resonates through all communication materials, enhancing brand visibility and audience engagement.
DesignStudio’s detailed pattern design system and the choice of fonts namely, the serif Rando and the sans-serif Yellix, lend uniqueness to the rebranded identity. Recognizing DesignStudio’s contributions, Dina Elrayyes, Ascential’s VP of content and creative director, said the results exceeded their creative expectations.
Ascential’s rebrand executed by DesignStudio illustrates the power of meaningful design in realigning a business with its core mission while staying relevant and exciting for its audience.
