PowerUp – Visual Identity

Client: Mercer
Project: PowerUp Visual Identity

Deliverables: Logo Design, Art Direction, Brand Guidelines, Poster Designs.

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Mercer is an American global human resource and related financial services consulting firm, headquartered in New York City.

They are one of the largest consulting firms in the world, operating internationally in more than 40 countries with more than 19,000 employees. Mercer is a subsidiary of Marsh & McLennan Companies.

We were tasked with creating a name, visual identity and set of style guidelines for a major sales campaign for Mercer. The campaign aimed to create a huge revenue growth for the company by increasing sales figures via increased competition and lead conversion.

The design conjures up the image of the lens — a powerful metaphor for focus. The “swooshes” within the shape suggest energy and continuous drive to heighten the focus, zeroing in on achieving the goal.

We chose imagery that captures the focus and dynamism of athletes engaging in high-intensity training and competition. The dramatic lighting underscores the athletes’ powerful focus — no distractions, nothing will get in the way of their achievement. They give their all to perform their best.

Using the lens to house the photography helps to hero the imagery and reinforces its sense of power and focus. The strong black border provides a solid frame and helps anchor the design.