The challenge
AFK is a global attention marketing agency which unites passionate audiences, remarkable content creators and world-leading brands. They approached us to help them build a new brand and digital presence. After significant growth since launching in 2020 they needed an identity that would communicate their vision, values and new brand strategy developed by Arnt Eriksen. Having rebranded 3 times since their launch, we knew we had to build something that would stick.
The solution
We digested the strategy, leaning into the brand truth of 'Elevate the game' and the brand values, passion, kinship and limitless. We wanted the brand to make the viewers feel like AFK were authoritative, creative, and exhilarating yet subtle.
We created a bold logotype that was formed on a square grid, that could be subdivided by 45-degree angles, this grid allowed us to create a symbol that linked the logotype and brand together and could be used stand-alone or with the logo to add weight. Working within the grid structure we created a system that allowed image containers to be easily built no matter the shape requirements, 3 different types of container allowed for all sorts of content. The company has 3 distinct operating verticals, Pros (pro gamers), Creators (digital creators) and Digital (attention marketing). We created a colour palette that allowed each vertical to own a colour, supported by a rich black and mesh gradient that was made up of tints of the main brand vertical colours and supports for additional verticals when they happen. The overall brand leant into swiss type systems, with a custom font AFK Grotesk Monument from ABC Dinamo, which allowed clear and easy-to-digest messaging.
Website Design
After the visual identity was complete we set about designing and building a custom website that was built to show off both their talent roster, case studies, and thought leadership. The site was built on a Craft CMS that allowed them easy access to update the content. A tag structure was employed throughout the site to ensure relevant content could be shown on the right pages and also divide the content into the three verticals both for display and visually via colour.
Visit the site www.thisisafk.com
Services and credits
Services:
→ Logo Design
→ Visual Identity
→ Website Design
→ Front and Back End Web Development
→ Craft CMS Integration
Credits:
→ Fonts used AFK Monument Grotesk from Dinamo
And finally a big thank you to Matthew Woods, Ella Jennings, Arnt Eriksen for trusting us with this project.