MenuGlobal, at the speed of light
Capabilities applied- Brand consulting
- Identity design
- Implementation
The situation
DAC Group – a global digital agency with 14 offices across North America and Europe – recognized that to propel their business forward, they needed to more effectively tell their story.
DAC began operations 46 years ago as an agency focused on telephone directory advertising. They have in the past few years reshaped themselves into a strategic digital media agency, all the while transforming the way their clients’ brands connect with customers no matter where they are. The new DAC brand identity (as with all others) needed to not only reflect the strength of the firm today, it must also communicate effectively for years to come.
Our actions
An exhaustive and collaborative examination of who they are today and who they want be, led to a new brand story encompassing their unique culture and values.
The first design step was developing a new logo. For a digital agency working with technology that is constantly changing at an ever-faster pace, this required a mark that was not typical.
Of the many different concepts for the new DAC logo, the final logo has a symbol composed of four icons positioned around a plus sign. The icons – representing partnership, multi-directional growth, ideas and creativity throughout the agency and infinite possibilities, with the plus sign representing the positive, optimistic attitude permeating the agency – form a symbol that represent the attributes that are at the core of the agency’s DNA. (See the animation produced by DAC to introduce their new logo.)
A distinctive look and feel for the agency was developed, which was dubbed “Global, at the speed of light.” A key part of the look are images of blurred lights in urban settings around the world. These photographs reflect not only the global reach of the agency, but also evokes the speed at which their clients interact with customers, as well as the speed at which DAC responds to their clients.
These images, as well as other brand identity elements, are part of the “Brand Toolbox” which has been collaboratively developed with the DAC creative team. This empowers the staff in the various offices to develop materials locally that are all consistent and “on-brand.”
The results
The new brand identity was received enthusiastically at a gathering of DAC employees from all offices and is receiving positive reviews from clients. The agency is now well positioned to take full advantage of their unique strengths and capabilities, and have the world take notice.
