Graphic

Crave Global 7 crave_to the point of obsession

Finalist
2022 Small Brand Identity
Credits
  • Pou Auaha / Creative Director
    Hadleigh Averill
  • Ringatoi Matua / Design Director
    Brogen Averill
  • Ngā Kaimahi / Team Members
    Solene Constant, Jacob Howard, Zakk D'Larte, Jiwoo Lee
  • Kaitautoko / Contributors
    Fraser Clements, Helen Clegg, Stuart McPherson
  • Client
    Crave Global
Description:

THINKING
Rebranding a creative agency is potentially one of the most challenging briefs there is.

Especially when they want to position themselves as one of Australasia’s most disruptive, cutting-edge boutique creative shops.

Using their name as a starting point, we wanted to explore what it meant to crave something to the point of obsession. Make people sit up and take notice. And use unexpected communications to find like-minded clients also looking to target their consumers in original ways.

CONCEPT
Craving obsessively. We translated their aim to create work that inspires desire and cravings in consumers into a reflection of that output for their clients, in an exaggerated manner.

EXECUTION
The cravings began with their new logo, animated to mesmerise and heighten the thought of hypnotic obsession.

The concept then translated into a campaign with an extensive suite of photography featuring bold, stylised sets and models behaving in compulsive, eye-catching ways. Shots that could stand alone as stunning pieces of art in themselves.

Each set-up represented the different facets of the work they produced, from strategy and experiential to PR and social. And each shot was carefully attuned for media placement – across digital, social, print, OOH and more.