BBH: 2025
ROLE: DESIGN DIRECTOR
BBH
When the
world zigs, zag
For the first time in 44 years, BBH rebranded - sharpening its most iconic assets into a system built to fight AI sameness and agency consolidation. A flexible 3D Zag system, three bespoke typefaces and a new motion language bring the agency's rebellion back to the surface. I played a supporting role, working alongside the incredibly talented designers, Adam Buckland (DD), Sophie Harper (Lead 3D) and Oded Shein (MDD). I helped shape the guidelines by defining how each of the elements interact. Created rules for our new VI and managed to get my launch merch idea over the line.
Anthony Jones
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