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Create a visionary brand identity for Canvas Worldwide, a new, independent global media agency. Canvas Worldwide is a joint venture between INNOCEAN Worldwide and Horizon Media. The company is built on the philosophy that given a blank canvas upon which to create, a fearless imagination can achieve almost anything. The intent of the brand identity is to inspire people to see Canvas Worldwide as a creative and innovative media company.
We wanted to create a brand that is meaningful, differentiated and flexible. So we explored word marks, symbols and numerous combinations that motivated people to cognitively interact with the design. We arrived at a solution that we call “the implied frame.” It embodies the brand and its values in the most complete way. Meant to be less commercial and more avant-garde, this idea is based on an abstract frame that can house any form of content relevant to a media company. The frame itself is derived from the cross strokes of the “A” letterforms. The final result is a minimal solution that invites the viewer to engage with the brand by visually completing the picture, whatever it may be.
The first round of conceptual ideas was met with instant and positive approval from Canvas Worldwide leadership. The initial goal was to build a staff to service Hyundai Motor America and Kia Motors America. Approval of creative concepts has come quickly, and Canvas Worldwide has reached their hiring goals ahead of schedule. Canvas Worldwide is prepared to open for business on January 1, 2016.