Egg Agency’s quirky identity for Commercial Futures takes a stand against safe financial branding
“We use DM Sans for the bulk of communication,” Partner Rich Watters tells us, “and then only really use DM Mono for the ASCII components because that’s essential,” he adds, discussing the typographic treatment London-based studio Egg Agency crafted for Commercial Futures – a growth and sales consultancy led by Nick Bennett. Having opted for the Google Fonts’ type family due to the company’s instrumental use of Google Slides, the choice of DM Sans not only suits Commercial Future’s practical needs and accessibility credentials but also plays conceptually into the identity’s subversive tone.
In taking a slick, stark and overtly legible visual language and puncturing it with simple typographic flourishes – from capital-related glyphs to playful ASCII motifs – Egg Agency have shaped a tone that reflects the professionalism of Commercial Future’s practice, as well as its forward-thinking, disruptive nature. A feat that has also been achieved through their choice of colour. “We noticed a lot of competitors in the space are a little bit neutral,” Watters remarks, noting that often money-focused brands play it too safe creatively. “But, Nick Bennett sees the humour and the ability for it to be exciting,” he continues, “that was really intoxicating to us as a design team,” reflecting this personality through a series of vibrant hues. “We went bold, digital, and pretty loud,” Watters concludes.