BRAND IDENTITY CONCEPTRazorfish Refresh

While at Razorfish, I was tasked with creating a refreshed perspective of the Razorfish brand identity. This brand refresh concept reimagines the agency's visual identity to reflect its position as a cutting-edge leader in digital advertising.

The new design incorporates bold and sophisticated elements, combined with a joyful energy through the use of vibrant colors, dynamic patterns, and a modern photo style. By infusing AI into its identity, Razorfish embraces innovation and positions itself at the forefront of technology and creativity.

The refreshed brand captures the spirit of the agency and its commitment to delivering exceptional results for its clients. This revitalized identity showcases Razorfish as a forward-thinking, dynamic agency poised for the future through the lens of its values: progressive, accountable, entrepreneurial, passionate, and kind.

My Role: Art Director, Designer
Client: Anthony Yell
Creative Director: RJ Dugan, Justin Flagg

The patterns above are derived from specific parts of the "r” letterform. The top pattern is created by repeating and overlapping the upper curve of the "r." The middle pattern comes from the inner curve where the stem and arch meet, repeated vertically. The bottom pattern is based on the lower stem, repeated and staggered to create a woven effect.

The stylized "r” letterform above highlights an important brand motif. The circled area reveals a sleek, futuristic glass-like element that’s been enhanced using artificial intelligence, emphasizing the agency’s commitment to serving cutting-edge results.

A contemporary and versatile typeface was chosen for this brand refresh, allowing Razorfish to express their identity in a range of styles and emotions.

The color palette expands upon Razorfish’s iconic purple color into a realm of vibrant neons. The palette also offers a toned-back lavendar for variety and more subdude uses.

The photo style of this refresh encapsulates the brand’s core values through visual storytelling; a diverse group of vibrant individuals who exemplify what it means to be progressive, accountable, entrepreneurial, passionate, and – of course – kind.

The central feature of this webpage is a 3D, purple-toned “r” letterform that users can manipulate by dragging a box to create their own pattern. The prompt at the bottom right encourages users to engage with an AI, referred to as "RZF AI," to change the color and texture of the design, focusing on user customization and AI-driven creativity.

The Razorfish brand elements work across a variety of media, from digital to textile, notebooks and in-office decals. The playful vibrancy of the colorful shapes, enhanced by AI, are a constant reminder of the brand’s stance as a cutting-edge agency unafraid to be bold.

The image above features a series of vibrant and modern visuals set against an AI-generated background with a cityscape, likely New York City, made to emphasize Razorfish’s commitment to enhancing its client’s work with Artificial Intelligence.

Overall, the visuals combine elements of modern design, technology, and human emotion, emphasizing the integration of AI and digital tools in business and branding.