Cam Diamond designs a fluid identity for ‘creative agency slash media channel’ WestwoodWestwood
Brought in to rebrand, build out the creative department and strengthen the business model of US media group dFM, creative director Cam Diamond saw the opportunity to merge their offerings under a single, united banner. By combining their creative agency output as dFM with their content studio and editorial platform WestwoodWestwood, he has formed a team capable of tackling everything from experiential design to in-depth industry-led conversations.
Moving forward solely as WestwoodWestwood, Diamond describes his work as “more than a rebrand”, instead referring to it as a “full 360 business transformation”. A significant result of that process is the new visual identity, which consists of a blend of responsive grids, mixed typefaces and a forever evolving brandmark. The dynamic typographic system, which is predominantly set in Neubau’s NB International alongside a supporting roster of Sang Bleu OG Serif and Suisse Mono from Swiss Typefaces, flexes across a multitude of mediums and industries while maintaining a consistent, underlying structure.
An essential component of the rebrand is the multi-faceted brandmark, which fluidly appears across a plethora of applications. It’s constructed from two individual W’s – “one is structured and detailed”, Diamond explains, while “the other is a fluid form meant to feel more visceral”. This direction, he reveals, represents WestwoodWestwood’s “agile but structured approach, balancing experience with playful, experimental ideas”. The brandmark is brought to life through a series of enticing 3D animations, created in collaboration with Méric Chaperon from French design studio Plus Mûrs.
As part of building out the creative team, Diamond brought in Dan Ferro, who he describes as a “super-talented digital designer” with “concepts and visions for the future of content-led platforms that perfectly aligned with our goals”. He helped to shape the architecture of WestwoodWestwood’s new website, which through the implementation of a detail tagging system, delivers the company’s editorial and agency content into a single integrated content feed. Diamond reveals that the launch date for the website, with data migration well underway, is September 2020.
Creation direction and design: Cam Diamond
Brand voice: James Moore
Strategy: Devry Reitz
Digital design direction: Dan Ferro
3D: Méric Chaperon
Typefaces: NB International by Neubau / Sang Bleu OG Serif by Swiss Typefaces / Suisse Mono by Swiss Typefaces