Over the course of 8 months I crafted and led the rebrand for MAS, an experiential agency. Until this point, MAS did not have a brand platform or visual identity. But with the rapidly evolving experiential landscape, it was paramount to not only identify MAS’ unique position in the marketplace, but to lean all the way in — establishing itself as a major player that was here to stay. After conducting a series of workshops with the leadership team, hosting discussions with employees, and gathering insights from a client survey, it became clear that MAS’ secret weapon was its people and its fiercely bold personality. With that in mind, the new MAS brand was born.

The rebrand included the creation of a brand platform, visual identity & style guide, copywriting guidelines, new website, Culture Manual (physical book & digital version), swag, internal assets, social guidelines, and even a custom hot sauce (a spicy and tasty new business tool). Bringing MAS’ unique ethos and capabilities to life in the form of a rebrand was an incredibly fulfilling endeavor. It gave MAS employees newfound pride and excitement for the company and their place within it, inspired MAS’ sister agencies to engage in their own rebrands, and generated a ton of new business and career inquiries.