5X BRAND WORK
Five by Five, 2019-2020
When I came in as the ECD of the US office of Five by Five I began to shift our focus towards user experience and creative technology. In an effort to take this new set of services to the market, I developed a sub-brand that could co-exist with or advertising focused brand. Then COVID-19 showed up like the grim reaper at a holiday party. Needless to say, there was a bit of refactoring that followed suit.
While the pandemic forced a pivot, it couldn't extinguish the vision. Now, with strong creative leadership in the UK, we're poised to unify our global strategy. Whether this specific sub-brand sees the light of day remains uncertain, but its conceptual power endures.
When I came in as the ECD of the US office of Five by Five I began to shift our focus towards user experience and creative technology. In an effort to take this new set of services to the market, I developed a sub-brand that could co-exist with or advertising focused brand. Then COVID-19 showed up like the grim reaper at a holiday party. Needless to say, there was a bit of refactoring that followed suit.
While the pandemic forced a pivot, it couldn't extinguish the vision. Now, with strong creative leadership in the UK, we're poised to unify our global strategy. Whether this specific sub-brand sees the light of day remains uncertain, but its conceptual power endures.
As an ECD, I crave hands-on creative execution. Five by Five offered that opportunity. This sub-brand, a labor of personal passion, is a testament to that craft. Even if it never leaves my hard drive, it's a piece I'm deeply proud of – a glimpse into what could have been.
Special Thanks to:
My dear friend Brendan Dawes for coloborating with me on the WebGL interactive content pieces.
