Somebody

An

independent

agency

for

actors

and

commercial

artists.

INSIGHT
BRAND POSITION
Naming
Verbal Identity
Visual Identity
Art Direction

Actors and extras. Same world, very different audiences - from a brand perspective at least. When Mad Dog 2020, a well-established extras agency, came to us for help with their new actors-only agency, we had a brand architecture balancing act to get right from the outset. While they had equity in their established name, it was so associated with extras that actors would potentially be put off, or confused. So we helped them make a decision: a new name - perhaps with associative links to the extras agency.

INSIGHT

The charismatic team behind the new agency had acting and drama-teaching backgrounds. They knew their audience inside out. So we mined them for information to really get to the bottom of why they loved this world and what they looked for in a lead - that magical thing that shines out as star quality - and started to define the indefinable. This was a brand, born in the extraordinary times of 2020’s social justice movement, that needed to respond to the cultural moment.

NAMING

From understanding their business and values, we explored how they might be captured in a name. In a long list of 46 suggestions, we sniffed our way around names with a canine reference, names more likely to speak to prospective actors, and their other audience, casting directors. A shortlist was quickly chosen, checked out, and narrowed down to a final two before Somebody became the clear favourite. It promised fame, hinted at their selective approach (not just anybody), and having someone by your side throughout.

BRAND POSITION

Through interviews and asking challenging questions, we got to grips with what makes this agency different from its competitors, what they were doing and promising that was new and relevant. They wanted to stand as diametrically-opposed to stereotyping, as they love to put forward unexpected choices and push against the gender/ethnicity/ability boundaries of conventional casting. As an ally to their artists, we conceived the idea of them giving actors agency over their own careers, and the Why of Championing the Individual was born.

VISUAL IDENTITY

Simplicity meets individuality in this look that's fresh and inviting. With a paired back logo and two tone colour palette in red and pink, the identity is vibrant and colourful without being garish, or falling back on rainbow tropes to express inclusivity and individuality. A blocky, uppercase secondary font turned up the volume and energy for messaging. We used the typography playfully, echoing the progressive-disruptive nature of the brand. Combining pink and red breaks 'the rules' and feels contemporary. It's confrontationally anti-traditional, yet has a nurturing and approachable feel.

VERBAL IDENTITY

Translating their Brand Values and Personality into a warmly rebellious Tone of Voice came next. That meant playing with what's unexpected, anti-traditional and youthful in the written copy. But rebellious wasn’t about tearing down but building up, being an ally; understanding and proactive. And showing their selective side by not saying too much, but choosing words really carefully, to make as bold an impact as the brand’s visual identity.