BBH London’s rebrand, launched yesterday, introduces a striking new motion language crafted with Studio DRAMA. Built on a pure black-and-white, type-led system, the design embraces unexpected movements, inverted flash frames, and dynamic curves, embodying the agency’s mantra: “When the world zigs, zag.” It’s a daring reinvention of identity.
The unveiling of BBH London’s rebrand yesterday marked a defining moment for the agency, one that has been months in the making and brimming with creative experimentation. At its heart lies a new motion language—an identity system that is as uncompromising as it is exhilarating, designed to embody the agency’s enduring mantra: “When the world zigs, zag.” For those who have followed BBH’s legacy of boldness, this rebrand is not simply a visual refresh but a statement of intent, a reminder that the agency thrives on disruption and reinvention.
The project was a collaborative triumph, with Studio DRAMA lending its artistry to the custom type that anchors the system. The partnership brought joy to the motion-obsessed creative team, who relished the opportunity to push boundaries and flex new skills. Cavalry and After Effects became the playgrounds where ideas were tested, refined, and ultimately transformed into a motion language that feels both meticulously crafted and instinctively alive. Every decision was deliberate, every movement purposeful, because in a system stripped down to pure type in black and white, there is nowhere to hide. Precision became the guiding principle.
The motion language thrives on unexpectedness. Type movements range from fluid simplicity to complex, zag-inspired gestures, morphing weight and glyphs to spotlight key words. These movements are not ornamental; they are integral to the storytelling, ensuring that the brand’s voice is felt as much as it is seen. Inverted flash frames punctuate transitions, snapping attention with colour inversions that surprise and delight. They are fleeting, almost subliminal, yet they leave a lasting impression, reinforcing the brand’s commitment to zagging where others zig.
Technical choices underpin the artistry. The frame rate was set at 50 frames per second, a decision that prioritises fluidity while balancing the practicalities of GIF limitations for digital presentation. This ensures that the motion feels smooth and natural, never stilted, even when adapted across platforms. Motion curves were pushed to nearly extreme easy-ease, creating dynamic arcs that heighten excitement and pace. These curves allow match cuts to land with precision, hitting the sweet spot at the peak of the curve, a rhythm that keeps the viewer engaged and energised.
The rebrand is not confined to a single medium. Its presence is felt across reels, decks, office screens, and social platforms, ensuring that the motion language permeates every touchpoint of BBH London’s identity. Early research and development experiments informed the final assets, and the selections now in circulation showcase the breadth of the system’s versatility. Whether in internal presentations or public-facing campaigns, the motion language reinforces the agency’s ethos with consistency and flair.
What makes this rebrand particularly compelling is its restraint. By committing to a type-led system in black and white, BBH London has chosen clarity over embellishment, discipline over excess. This minimalism demands that motion carry the weight of expression, and the result is a language that feels both stripped back and deeply expressive. It is a reminder that creativity often flourishes within constraints, and that innovation is born from the courage to embrace simplicity.
The human element of the project cannot be overlooked. Behind the technical mastery and design decisions lies a team whose passion for motion and typography drove the process forward. Working alongside Studio DRAMA, the collaboration was infused with joy and mutual respect, a testament to the power of creative partnerships. The gratitude expressed to the many contributors across BBH London and Studio DRAMA underscores the collective effort that made the rebrand possible. It is not the work of a single visionary but the culmination of shared dedication and craft.
For BBH London, this rebrand is more than a new look—it is a reaffirmation of identity. In a world saturated with visual noise, the agency has chosen to zag, to embrace a motion language that is unexpected, precise, and unapologetically bold. It is a system that challenges conventions, delights audiences, and reminds the industry that BBH’s creative spirit remains as restless and daring as ever. The rebrand is not just out in the world; it is alive, moving, and ready to inspire.
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