Revitalizing an Icon: Rebranding a Global Flagship Media Agency

Assembly is a world-class media agency, providing clients across various industries with cutting-edge media planning and buying, analytics, and creative services. Established in 2014, Assembly is part of Stagwell Global, the bold challenger marketing network. With a stellar reputation for delivering results for big-name clients such as Amazon, Nickelodeon, and Vanguard, Assembly is a celebrated industry leader, winning awards for its outstanding work.

After a merger with ForwardPMX in late 2021 to form the new brand, Assembly Global, it was evident that the Assembly brand needed a makeover to resonate with a global audience. However, the task at hand was no small feat, as the existing Assembly logo had already become an icon in its own right. Our challenge was to create a new brand identity that was innovative yet instantly recognizable, modern yet steeped in history, and capable of propelling the brand to new heights.

As the design lead for Assembly, I collaborated with GALE, a creative agency, to bring the new brand to life. Drawing on my expertise in branding and design, I worked closely with Assembly's executive and marketing teams, delving deep into their vision and goals for the brand. After conducting extensive research and analysis, we explored a range of design directions, eventually landing on a fresh, modern brand identity that seamlessly melded the legacy of Assembly with its global reach and ambitions.

The results were nothing short of extraordinary. The new branding was an instant hit, garnering widespread acclaim in the industry and catching the eye of top publications such as Ad Age and Adweek. The new brand identity perfectly balanced the old with the new, capturing the essence of Assembly while propelling the brand into new, exciting territory. The collaboration between the leadership teams, creative agency partners, and myself produced a brand identity that oozed creativity and expertise, elevating Assembly above its global competitors and driving its success to new heights.