Omnicom EMERGING STARS
Strategic thinking to craft a programme visual identity, distinctive and impactful, to identify and recognise young rising stars
Creativity: Visual Identity. Product Design.
Client: Omnicom Group, London, UK.
Agency: C Space London.
My role: Creative Director + User Experience Director.
The core concepts of identification, recognition, and transition are nicely represented through the growing "x" logo mark, the use of OCR-B typography associated with character recognition, and the sense of movement that the gradient suggests.
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Emerging Stars brings together top junior talent from all Omnicom networks, exposes them to multiple marketing disciplines, and gives them experience working on an integrated team. Each team is given a “live” integrated marketing brief from one of Omnicom’s largest clients. It culminates in a competitive pitch for selected Omnicom Agency CEOs and a senior representative from the Client involved in the brief.
We ran and recorded in-depth interviews across Omnicom’s agencies in Asia, Europe, and North America. Open conversations, sometimes confessions, and fresh perspectives were the visual concept’s brief, reflecting directness and authenticity.
The logo is a growing “x” to mark a spot and say, “I’m here!”.
Typography uses Adrian Frutiger’s OCR-B. Its built-in function is the optical character recognition by specific electronic devices. That metaphor conveys the programme’s purpose, facilitating the recognition of young talents across Omnicom.
The gradient is to visualise the passage, the movement from one point to another.
Conducting in-depth interviews across agencies to capture authentic perspectives from emerging talent was a smart way to inform and ground the visual direction.
“Omnicom friends, what an amazing experience! Thank you again for choosing Olay to be your partner in the Emerging Stars Program. The talent, the ideas, the energy and the partnership was amazing. It says a lot about the Omnicom family when you see this type of focus and investment in top talent. Thank you for choosing P&G and Olay to be your partner.”
Leigh Radford, Global GM Skincare, P&G.