• Date added
22 April 2023
Taking pride as the oldest B2B agency in the US, Omnicom-owned Doremus+Co has a century-long tradition of taking a non-conventional approach to B2B advertising.
San Francisco-based design studio Play created a visual identity system that honours its enduring legacy while contemporising it with a fittingly unexpected sense of playfulness.
Play developed a geometric type system, which comprises a series of modular and dynamic motifs. Paired with a carefully chosen colour palette, this type system adds a high level of variability, allowing the typography to serve as a playful reminder of the strategic impact that Doremus can have on its clients.
To curate the colour palette, the studio focused on searching for tones that were warm, approachable, and vibrant. As Doremus serves a diverse range of clients in various verticals, it was essential to select a set of colours that could work harmoniously together, while also standing strong individually to create a visual contrast that would allow the agency's work to shine.
The new type system is implemented across the redesigned website, business cards and other collateral, conveying the message that Doremus is not your everyday B2B agency.
“We came up with the geometric type system to serve as a series of modular and dynamic motifs. Combined with the colour palette, we’ve woven in a high level of variability that allows the type to live as a playful reminder of all the ways that Doremus can strategically impact their clientele.”
“We landed on the chosen colour palette after searching for a set of tones that were warm, approachable, and vibrant. With clients in many different verticals, we knew we needed a group of colours that could work together and be strong enough to work alone to provide a nice visual contrast to let the agency’s work shine.”