M&C Saatchi LABS
Client: M&C Saatchi
Role: Branding, packaging, graphic design
Media: Visual identity, print, web
Date: 2023-present
M&C Saatchi LABS is an internal division responsible for developing projects and products outside the traditional creative agency's offer. Fueled by a spirit of play and experimentation, its practice is always guided by the agency's mantra "brutal simplicity of thought".
As art director of the Europe team, I designed the visual identity for LABS products and all of its applications. I also contributed to product development and testing.
Tools design
Strategic tools help teams and clients solve complex issues together, in a "brutally simple" play experience. Their presentation refers to casual table games, reducing the entry barrier to their use. Just grab and play.
Iconography
A unique set of icons was developed as part of the information system for the use of the tools.
Testing
Reviewing prototype tests of the tools, we acknowledged design decisions that influenced the participants' engagement and made adjustments to enhance the experience.