How can BMF be more BMF?
In 2016 all traditional advertising agencies partner with innovation leaders / tech companies. To be seen as a truly innovative company in 2017, Australian agency BMF needed to be more like a Google or Facebook——not only as a partner. Cue BMF Plus.
Now, BMF are pretty damn good at what they do (founders Brown, Melhuish and Fishlock weren’t referred to as Bad MotherFuckers for nothing), but admitting the company should be more——and then doing something about it——required a hefty dose of the co’s core values: Cheeky, Humble and Gutsy. With a little Itchy thrown in.
It was my job to brand BMF Plus. To help BMF Be More >Fearless >Feared >Flexible >Forensic >Frank >Fertile >Fempowered >First to Market >Future-focused >Farsighted >Free-thinking >Feisty >Fêted >Fun....
To be more fucking risky.
I conceived of, wrote for, and designed the identity. Design-wise, the system is intentionally under-designed. Taking cues from coding I used a simple monospaced font as well as the > symbol, in this case referring to BMF Plus striving to be being greater than——or More of——what follows.
Black type felt a bit clunky, 80% grey worked. The highlight colour was taken from BMF’s own brand mark.