As Art Director, I led the rebranding of ADN Comunicación: strategy, logo and visual system.

Role: brand designer.

Overview After more than 20 years, ADN Comunicación was growing: new offices, a bigger team and more digital work. Its identity hadn't caught up. I led the rebranding with one goal: help the brand grow without losing the spirit people loved about it.

Strategy: I talked with the founders and the team, and defined the brand's personality and tone of voice with the copywriter.

Logo: I kept the ADN letters and the orange, and joined the letters in one continuous line that evokes a DNA strand.

Visual system: a brighter palette, plus illustration, motion and photography that give the team room to play.

Result The team and clients welcomed the new brand from day one. It grew along with the agency, which added clients such as 3M, Iveco, Case IH, New Holland and YPF Agro. Years later, the identity is still in use.