About This Project

The brief: Re-vitalization of a brand icon.


The context: The heads of European branding/corporate design powerhouse dmcgroup were no longer happy with their old corporate DMC “beast” icon. Creative director Cordelia Craigie guided me through this makeover.


What I did: My challenge on this project was to add impact & elegance, a slightly prouder and stronger appearance, reduce bits and parts and to give it a more balanced body posture.


Branding & concept: dmcgroup