Annual Agency Theme

Each January, VI Marketing introduces an annual theme intended to set the tone for the year ahead.

In 2024, the agency faced a few unexpected curveballs. Morale needed a lift. Energy needed to be reignited.

The President introduced the year’s theme and it was the perfect opportunity: Blazing New Trails

Challenge:

  • Translate a leadership-provided concept into a visual system

  • Make it inspiring/motivating without feeling forced or hokey

  • Adapt it into both internal and client-facing applications

  • Sustain visual consistency across evolving needs

My Role

  • Art Director, collaborating with the Senior Creative Director

  • Further developed the President’s theme concept

  • Built the visual language and supporting system

  • Designed core assets for internal rollout

  • Extended the theme into events and select external materials

  • Adapted the system as new applications emerged

Strategy

Treat the annual theme as a layered overlay — not a brand replacement.

It needed to:

  • Reinforce culture without disrupting primary branding

  • Scale from presentations to environmental elements

  • Extend into key moments like Carne Diem and the agency Christmas gift

Outcomes

  • Boosted internal engagement after a challenging year

  • Strong participation in theme-driven initiatives

  • Seamless integration into select client-facing and cultural events

  • A recognizable visual thread carried throughout the year

Execution

The theme was applied across:

  • Presentation decks

  • Internal communications

  • Environmental elements

  • Signage

  • Posters & flyers

  • Event integrations

  • Digital screens

  • Printed collateral

  • Ongoing asset adaptations throughout the year

Designed while employed at VI Marketing and Branding

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