Emotive Rebrand

Emotive creates ideas that

change how people feel.

So the creative agency needed a brand that made people feel something.

Brief

Create a new Emotive brand identity that supercharges the agency’s purpose to create ideas that change how people feel.

Insight

Agencies ask brands to stand out with clarity and emotion, yet so many hide behind identities that look interchangeable.

Strategy

Make every interaction with the Emotive brand a sensory and an emotionally charged experience.

Idea

A flexible identity built around one central behaviour: change. Rather than creating a single fixed logo, we developed a recognisable base state that could transition into an ever-evolving series of expressions, each designed to evoke a different feeling.

Hero film

01

Logo system

From a logo built for infinite iteration to our custom typeface, Emotive Sands, every element is crafted to elicit feeling. Bold, responsive, and intentionally unconventional, it ensures every interaction with Emotive makes you feel something.

Emotive expressions

The Emotive Expressions start with the Emotive logo, developed from the brand’s custom typeface Emotive Sands. While the letterforms remain the same, the logo block can be used as a window for emotive transformation, in both static and motion.

AI-Assisted These images were created with AI image generation and traditional retouching.
02

Design system

We created a system that would carry the full requirements of the brand:

  • get out of the way of the work, and show it in the best light
  • sunny in all the right places
  • neutral and credible where it matters

Custom typeface

Emotive Sands