① Design Director
② Shortlist D&AD
Credits
Felipe Guimareas: ECD
Liam Thomas: HOD
Sophie Harper: 3D
Oded Schien: Lead Motion
Jake Scully: UX Lead
Fabian AK: UX Designer
How do you rebrand an agency you've called home for seven years? Carefully. Boldly. With one eye on the past and both hands building the future.
For the first time in 44 years, BBH rebranded — and I had the privilege of leading it along side Felipe Guimaraes, Liam Thomas and an exceptional team.
The identity modernises BBH's iconic assets and turns its Zag philosophy into a living design system. We collaborated with Studio DRAMA to create three bespoke typefaces — Bartle (Clarity), Bogle (Conviction), and Hegarty (Creativity) — with the Hegarty face carrying hidden Zag glyphs in honour of the creative force behind it all. Hosted on Google Fonts, the whole system became a global creative utility. Free for anyone.
A gift to the industry.
Rooted in BBH's 1982 Levi's campaign and the Black Sheep mantra — "When the world zigs, zag" — this wasn't about replacing a legacy.
It was about evolving one.