As Clever Creative marked its 20th anniversary, the brand wanted to evolve by highlighting its proven strengths while positioning itself for growth and success. Clever’s new brand identity was required to powerfully amplify the true nature of the team’s whimsy, energy, colorful nature and expressive personalities while still retaining the trustworthy essence of the work they author. The final brand system is not shy of color and embraces a shape shifting essence through their iconography system while being mindful or brand weight when in juxtaposition to client work.