6 February 2025
6 February 2025
6 February 2025
11:08:19
11:08:19
11:08:19
Owning the Zag
BBH
Motion Direction, Motion Design, Brand, Social, Film
BBH is an iconic advertising agency. Over 40 years ago the three founders, Bartle, Bogle & Hegarty, set-up the company after deciding they could do it better themselves. And they did. A multi-award winning agency, creating some of the most iconic ads of the last four decades, expanding to become a global agency with offices across three continents. All under the iconic Black Sheep.
We wanted to embrace this heritage and build a brand that embodied their attitude; If the world zigs, zag. The zag became an expression, an ethos, a principle that shaped the new identity through all of its stages, in design, strategy and motion. The idea for the latter developed into an approach that highlighted going from zig to zag, creating a style to represent the creative process. This became the Zag scale, a slider that we used as a marker for how much we wanted to zag depending on the context.
This extended to all the brands touchpoints, going as far as to give everyone at the company a personalised ‘Zag’ that would be printed on ‘zwag.’ The brand was to be launched within the office and have it decorated with huge super graphics covering walls, meeting rooms, stairways.
Credits:
Andy Cooke (Head of Design)
BBH Design Department
Credits:
Andy Cooke (Head of Design)
BBH Design Department
BBH is an iconic advertising agency. Over 40 years ago the three founders, Bartle, Bogle & Hegarty, set-up the company after deciding they could do it better themselves. And they did. A multi-award winning agency, creating some of the most iconic ads of the last four decades, expanding to become a global agency with offices across three continents. All under the iconic Black Sheep.
We wanted to embrace this heritage and build a brand that embodied their attitude; If the world zigs, zag. The zag became an expression, an ethos, a principle that shaped the new identity through all of its stages, in design, strategy and motion. The idea for the latter developed into an approach that highlighted going from zig to zag, creating a style to represent the creative process. This became the Zag scale, a slider that we used as a marker for how much we wanted to zag depending on the context.
This extended to all the brands touchpoints, going as far as to give everyone at the company a personalised ‘Zag’ that would be printed on ‘zwag.’ The brand was to be launched within the office and have it decorated with huge super graphics covering walls, meeting rooms, stairways.
