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versusB | Brand Identity
Role
ACD - Art Direction, Copywriting, Editing
Client
versusB
Agency
Be Grizzlee
The Brief
Design a competitive, dynamic brand identity for Omnicom's new performance marketing agency: VersusB
The Brand ID should instantly communicate The Who, Why, and What of versusB.
The Work
VersusB (also stylized as vsB) is a hyper-dynamic performance marketing agency and required a similarly strategic and flexible identity system. At the crux of performance marketing is data—which informs A/B testing: positioning Option A versus Option B.
Focusing on adaptability and flexibility—we created a vocabulary of Bs—allowing the brand to change up its personality whenever needed, iterate and adapt to client needs, and create branded merch that feels technical, contemporary, and fluid.
The ASCII patterning and pixelated shapes immediately signal compiled data, Y2K aesthetics, and many small figures assembling to form a bigger picture.
The overall visual takeaway is one of technical know-how, cultural adaptability, and a deep bench of research behind the scenes.
Impact
VersusB debuted as an ownable brand with instant recognition, credibility, and proven understanding of the innate challenges present in crafting performance marketing solutions.
Team
ACD: Amanda Tricomi
Design Lead: Pierre Nguyen
Designer: Paul Ho
