Gain Theory

Creating a brand for a new insight driven WPP agency

Deliverables: Naming / Visual identity / Brand application

Gain Theory - Brand identity

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.

Embrace
Embrace
Embrace
Embrace
Embrace
Embrace

The Results

Embrace has been invaluable in helping us shape and articulate our strategic vision.

The challenge in particular was to help communicate a highly-complex and new type of business that was easy for new and existing clients to make sense of. Embrace has done this with style and great insight.

CMO / Gain Theory

Embrace
Back to top