We were briefed to design a new brand identity for the events agency Hammer. Hammer creates live brand experiences that are conceptual and unique to each client. Their clients are high-end, therefore the design had to communicate that they are a premium service, while still showing their fun, playful side.

The new brand identity would be rolled out across collateral items, social media, uniforms and event staging. Because the budget was tight, we had to go about production in a clever way to create simple details that still packed a punch.

Hammer is an events agency that creates experiences where all five senses are engaged. These allow consumers to see, hear, smell, taste and touch brands in the real world. Based on this, we researched the science behind the five senses. Each sense is processed by a different area of the brain, which we then pinpointed in a fixed-dot configuration. This dot system informed every design element.

The target audience consists of high-end brands, as well as the well-connected consumers who attend Hammer’s events. We believed a cognitive logo concept would be well-received by creative consumers and influencers, and introduce an intriguing brand story for Hammer.

We animated the unique dot system into a dynamic logo to showcase the agility and playfulness of the brand. This sense of movement was applied to all brand content, showing how Hammer allows consumers to experience brands in the real world.

The new brand identity was rolled out across stationery, collateral items, uniforms, social media, posters and event touchpoints. The dot system appears across everything, but expands and contracts according to the space within which it lives. The new colour palette combines premium black and white with playful pastels. This came to life through our physical materials: pastel boards mounted onto black that were then punched through.

The design approach was to create an identity that would never go stale, but continue to move and engage through scale, tactility and colour.

Hammer created unique, exciting experiences while operating under an outdated look and feel. We remedied this through our dynamic execution, which breathed new life into the brand. The team felt refreshed and excited about their work. The brief’s objectives were met, and we managed to stay within budget while creating a brand identity that truly reflects their work.