To transform the entire aesthetic and communication platform to reflect Sid Lee’s evolving personality.

To create a proprietary style for Sid Lee that would embody their transition from adolescence to young adulthood.

The makeover has already won critical acclaim with Grand Prizes for branding and our new Fanzine template. Sid Lee has also seen an increase in business since the re-brand launch in September 2008. Most importantly, both existing and prospective clients agree the new look gives a more professional and creative first impression.

The primary strategy was to make it clear that the new look belonged only to Sid Lee. The approach was to design a look and feel that would ultimately become invisible, giving way to a focus on content. Further, to create aspects of the new design that would be transferable to every facet of Sid Lee’s skin – from pitch presentations to business cards.