Free Agents represents the industry’s most innovative commercial directors and video artists, creating groundbreaking work across all forms of broadcast and digital media. Evolving over the years from a small sales and marketing service centered around one individual, to a multi-faceted business made up of a team of agents, the company – formerly Patricia Claire Co. – found itself at a crucial point in the evolution of their brand. Wanting to expand their visual identity to better reflect this evolution, Patricia Claire Co. hired Kiss Me I’m Polish to lead a comprehensive re-branding effort to solidify a new name, develop a new visual identity, a brand new website, and a variety of supporting elements, including an e-mail newsletter, as well as online and offline promotional materials.
Over our 9 month engagement, we worked closely with Free Agents in strategizing how to best visually communicate their new identity. Individual elements needed to be versatile enough to work both together and separately, in print and on the web – and most importantly, in a manner that was elegant and effortless, but still luscious and exciting. Ironically enough, after rounds of extensive explorations, we collectively decided that the most powerful representation rested in the simplest of shapes – a plain and perfect circle. Resolving from a set of unique parts, the ultimate Free Agents circle is about bringing disparate processes, and people, together. It represents the company as an entity that blends a range of complex, and sometimes competing, interests, into a singular holistic impression. Used in conjunction with a rich color palette, and inspired by formal qualities that Free Agents stand for – simplicity, honesty, playfulness, and surprise without complication – the new logo effectively captures the spirit of this one-of-a-kind agency.
Additionally, to help Free Agents introduce their new look to the world, our team designed a special promotional mailer to be sent out in conjunction with the launch of their website – which also happened to coincide with the New Year. So as an added bonus, recipients not only got a festive, die-cut, and foil-stamped roster card, but a box – a re-purposed cardboard record mailer – containing a 10″ record sleeve (yep, the kind with a big circle hole in the middle), holding a custom-printed t-shirt. This was definitely one of the most dynamic projects we’ve had a chance to work on, and we are excited to be continuing our collaborations with Free Agents on their on-going seasonal promotions and mailers.
- Branding + Identity
- Art Direction + Design
- Strategy + Consulting