2020/2021 Winners & Shortlists

Background

‿ and us is a new agency. We know our clients' goals, ambitions, challenges, successes. work-streams, budgets, are ultimately ours too. And working side-by-side is the way we feel is best for the work and the relationship. This also extends to anyone we work with. Ultimately it's everyone we work with who make us who we are, and we'd like to think we return the favor. So we wanted an identity that communicates to our clients and people we work with that we're in this together. It all started with our logo. And then informed every single part of our behavior - our relationships with our brands, individual clients, suppliers and talent. We needed an eye-catching identity for the long term - something to show our particular way of thinking before we even opened the "creds" doc, and something people would universally appreciate.

Describe the creative idea (40% of vote)

‿ and us The above is a brand marque which can be written in simple no frill type... and becomes only part of our logo. The other half? Any brand, client, or person we work with. Never isolated or alone, the logo becomes the sum of two parts, We decided on a logo which would never just be one logo... it would change depending on what prefixed it.... painfully simple, yet ever malleable - the possibilities are literally endless.

Describe the execution (40% of vote)

‿ and us went everywhere. We initially made different business cards, each with a different version of ourselves prefixed with whatever brand we were visiting for new business meetings. We changed the name above our door for meetings depending on who was coming, and gave branded joint logo give-aways in every new business meeting to make it feel we were set up simply to serve that brand. We developed a stamp to mark our clients' business cards with our ident next to their logo. This extended to our website, where you first enter your name, and the site logo changes to whatever is entered ‿ and us We were able to do fun print insertions placing our logo next to other brand ads on the opposing page, and made every single email signature logo personal to whoever we were addressing.

List the results (20% of vote)

I didn't go viral. It has made zero media impressions. We didn't get an article in Adweek. But, every single one of our clients, many prospective ones, all the people we work with, and tons that we haven't - have loved our identity. Our mothers like it too. Yet, the biggest testament to date is how many versions of ourselves we've become. Coca Cola ‿ and us Deliveroo ‿ and us Hardee's ‿ and us Google ‿ and us F1 ‿ and us Oppo ‿ and us MetLife ‿ and us Batelco ‿ and us Shahid ‿ and us