&Barr Brand Refresh, Shaped By water
The assignment was simple: redesign our brand guidelines book. But as an agency that brands others, we realized we’d never fully defined who we were as a brand. My partner Meg (Copywriter) and I took a step back and asked, “Who is &Barr?” This led us to a deeper exploration of our identity.
We landed on water as the core inspiration. Water takes any form it needs while staying true to its essential structure—just like &Barr. Our new visual identity embraces this adaptability, with waves of graphic elements, icons representing each department as a form of water, and a color palette inspired by the reflections of water.
We also created a custom typeface inspired by our CEO, Pete Barr, to give our brand a unique and personal touch. The final deliverables included a bold new logo, an interactive brand book that encouraged readers to engage with our story, and a fresh iconography system that truly represents who we are as an agency.
The brand book received an Honorable Mention in the 2023 Graphis Awards, and our new business cards won a Silver in the 2023 Graphis Design Awards.
