owning a cliché

Dentsu Aegis Network wanted a name and an identity for their LGBT network. The design needed to be obvious, so the pride rainbow was the obvious visual candidate, but I wanted us to ‘own’ this cliché, bending it to our name…

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I suggested ‘& Proud’ because it was a flexible name for a giant network of individuals, departments, companies and territories.

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I asked Supermundane (who drew the logo) to design four slightly different tiles, each a variation on the centre of our ampersand. We made a set of prints of these tiles to be hung weather as individual artworks or in groups. The idea was that however they are arranged this will always form different patterns – reflecting both ‘the network’ and also ‘diversity’..

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  • Client: Dentsu Aegis Network
  • Artist: Supermundane
  • Concept naming and creative direction: Silas Amos

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Design Ideas & Strategy