Weareseventeen rebrands as Seventeen, with a suite of bespoke icons inspired by each team member's personality

"'Odd' represents the agency's dedication to non-conformity and originality, while 'Minds' represents the plurality of the business, and the creative heads that come together to make it what it is. It's also visualised in a suite of personalised icons. "We asked each person to reflect on the different sides of their personality, their obsessions and fascinations, and distill that down into a singular thing," says creative director Gary Roberts, creative director."

"Once each of the 22-member team had decided on their icon, the illustrator Hugo Bernier realised them in his distinctly buoyant, ethereal style. There's a duck, a mug of tea, a bowl of ramen, bouncing around the identity, as well as some more abstract icons. A wobbly line, maybe a sound wave? A handful of rocks, teetering in a tower. To summarise, the many facets of the rebrand are, in company partner Jade Annaw's words: "our collective soul made visible.""

"To coincide with the rebrand, Seventeen has also launched a new website that's consciously pared back and user-centred. "We wanted to create moments of calm and silence, a deliberate contrast to the noise felt through information overload," says Longbin. When you first reach the landing page you're met by a centralised tower of colour blocks - or, as Longbin calls them "capsules". Each capsule when hovered over reveals a project title, and then, when clicked takes you to the project's case study."

Odd Minds positions the studio around non-conformity and collective creativity: 'Odd' signals originality and 'Minds' the plurality of creative contributors. The team of 22 each distilled facets of personality into a personalised icon, realised by illustrator Hugo Bernier in a buoyant, ethereal style, ranging from a duck and a mug of tea to abstract motifs like a wobbly line or rock tower. Company partner Jade Annaw describes these elements as 'our collective soul made visible.' A newly launched website adopts a pared-back, user-centred approach, featuring central 'capsules' that reveal projects on hover and connect via an infinite 'thread' metaphor for a living archive.

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