With bold type and a neon palette, SWAMP’s rebrand by Fluoro is the design equivalent of a glow up

On an upward trajectory, the critically acclaimed and sought-after SWAMP – a brand experience agency blending theatre, technology, and gaming – underwent a makeover by London-based creative agency Fluoro. “SWAMP has revolutionised their offer through technological innovation,” Design Director Eddie Caldwell explains, “so through some unexpected design twists and a futuristic colour palette, we aimed to reflect the company as both disrupters and pioneers in the industry.”

The rebranding transformed ‘Swamp Motel’ into ‘SWAMP’, with a gutsy new wordmark which aims to echo the arthouse approach, theatrical background, and reality-altering experiences offered by SWAMP. The logotype and typography are seamlessly woven into image and video assets, mirroring the all-encompassing immersion that defines SWAMP’s creations.

“We brought this ‘distorted perspective’ concept to the logotype,” notes Caldwell, “with its angled appearance adding drama and gravitas that reflect the emotional nature of live action. The gap at the base of the ‘A’ could also be seen as a doorway, which can be used to suggest an invitation into experience.”

The process of drawing the bespoke wordmark gave the team an opportunity to optimise its impact. “The challenge was creating something where the diagonal angles between the ‘W,’,‘A’ and ‘M’ felt synergised,” Caldwell adds. “We achieved this by considering how the structure of the letterforms could create symmetry and fit snugly together. We then applied rounded corners to some of the edges of these three characters in order to connect more visually with the ‘S’ and ‘P’.”

SWAMP’s communication was designed to be direct and impactful, borrowing cues from the captivating allure of movie posters and trailers. The primary brand typeface is Mānuka by Klim Type Foundry, chosen for its bold look, and it’s complemented by Mikro Super from Letters from Sweden, appreciated for its unique, angular letterforms and modern twist on traditional sans serifs.

Like night and day, SWAMP’s new colour system brings an electric new direction to their previously dark and eerie identity and introduces captivating neon hues to make the agency’s content sing. “SWAMP describes themselves as ‘The wildcards of storytelling’ so we needed a colour palette that illustrated this confidence in doing things differently,” Caldwell concludes.

Fluoro

SWAMP