A media agency, seen from a new perspective.
CONTEXT
Anagram is a media agency in ISPD Global’s portfolio, operating in Latin America and the U.S. ISPD was repositioning its companies as forward-thinking, and Anagram’s identity had fallen behind that ambition: dated, indistinct, invisible in two competitive markets.
CHALLENGE
Not a logo problem, a portfolio-strategy problem. The identity had to differentiate Anagram in both markets, ladder up to ISPD’s parent brand, and stay simple enough for non-designers in two regions to apply consistently without me in the room.
From unknown to daily use. The new identity gave Anagram a personality the market could finally see, backed by ISPD. Adoption was fast across both regions, and the system remains the team’s working brand today.
Branding
UX Design
Website
APPROACH
Three decisions shaped the rebrand. Alignment before design: working sessions with Anagram’s global directors agreed the positioning before any visual exploration. System over artifacts: logotype, typography, color and layout rules built to flex across web, decks, social and print. Designed for handoff: toolkits that let ISPD’s distributed marketing teams ship on-brand without a designer in the room.
Designed and directed as Design Director at ISPD Global. Shipped across Latin America and the U.S.