Project Description
The Brief:
Chaos Theory, one of South Africa’s premier eventing and promotions agencies, had reached a turning point in their 12 year run, and wanted to take the next big step in their development. The brief was literally “our brand is growing up, and we need a grown up brand to suit”.
The Creative Solution:
Their initial identity referenced the butterfly effect. We wanted to keep this reference as a tip of the hat, while bringing the brand into a more refined, stripped down space. Instead of positioning them as the catalyst, we wanted the brand to reflect the moment after the explosion: the impact they have on the industry. A dynamic visual language took the brandmark and transformed it into a living, moving element, that interacts with imagery and content, creating a sense of action and depth with each application.
