Gain Theory
Creating a brand for a new insight driven WPP agency
Deliverables: Naming / Visual identity / Brand application
The Challenge
WPP was creating a new type of marketing insights agency with a mission – to help global marketers optimise their marketing mix by understanding how audiences interact with their brands in a fast changing, and disruptive, digital age. It needed a brand to match, one that would reset expectations in the market and shake things up.
The Insight
Through brand workshops and market research we defined the core brand idea – 'Transformative Foresight' – positioning the new brand as more than just 'insight' but heralding a 'predictive' era.
The Solution
The Gain Theory name was created, derived from 'game theory' – the study of decision theory and interactions in situations of competition and conflict. Central to the design was the 'portal' – a dynamic graphic shape that represented a window into the future. 'Transformative' was referenced by its constantly moving and shape-changing behaviour. This vibrant brand identity was rolled out across all digital channels and launched via a video. We also developed a new website and design for interiors and event stands.
