The context
A lot can happen in a decade. After ten years representing talent under the guise of The Social Champ, this talent agency needed a new identity to take their brand to the next level. Expanding their offering and talent base meant it was time for a new name and a new identity.

The craft
The only tonic for this agency to take centre stage was a new name that encapsulated their ambitions and authenticity, a compelling brand narrative that expressed their purpose and process, and a confident and fearless visual identity.  With their sights set on broadening their scope and sectors, we wanted the name to instantly invoke the rhetoric of reaching new heights - for the talent they represent, for the brands they connect with and, in turn, for themselves. We explored numerous potential territories, and while Never-Before came out on top, we wove the other territories into a brand messaging framework that had punch, passion, and purpose. Mixing together the type of talent they represent - bold, confident, and ambitious - and the founders’ vision to create next-level talent partnerships, we created a through-line for brand language that was dynamic and memorable.
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But a talent agency is nothing without the talent. So, it was only fair they became the focal point of the visual identity. Coupling statement imagery with a paired-back palette and bold typography allowed us to create impactful compositions that champion the talent they represent. The wordmark draws details from the performing arts industry and the letters used in theatre and cinema signage, sharing a similar aesthetic to the typeface, FK Screamer Legacy, whose quirks gave the mark its own powerful personality. Its confidently condensed, tall, and weighted characters are complimented by the editorial-inspired secondary font.
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The em-dash, bringing pace to logomark while simultaneously connecting the words, creates an opportunity to amplify the agency’s ambitions and aspirations. Pulled out as a graphic device, the em-dash was made to be put into motion. With quick cuts of footage and brisk bursts of movement, the em-dash becomes a window into the Never-Before sphere of influence and exudes the anticipation and excitement of the industry.

The end result
‍By aligning their visual language, narrative, and name with their vision, Never-Before now stands as a fearless player in the talent landscape. With a brand playbook and suite of assets, they are primed to keep pushing boundaries and delivering unforgettable collaborations.