The full archive.

A brand identity project built around the number 72 — starting from open type experiments, refined into a working logo system, then brought to life on posters and a full content shoot. Below is the whole archive, the way it actually came together.

Sub 01 — Type Lab

Logo Variations

Playing with fonts, weights and colour fills to find the right voice for 72 — the raw exploration before the final mark landed.

05 / Studies

Sub 02 — Final Marks

Original Logo System

The refined logo family — primary mark, alt lockups and supporting variations that shipped with the final brand system.

07 / Marks

Sub 03 — Print

Posters & Campaign

Bold campaign print applications — the brand stretched across oversized formats for events and venue promotion.

02 / Prints

Sub 04 — Content Direction

Content & Photography

Editorial photography and content direction shot to feed the 72 brand world — styling, set-up, retouching, all in-house.

13 / Shots

A comprehensive LinkedIn advertising campaign for Focus Economics, a leading economics and forecasting platform. Created targeted ad variations for multiple client segments — asset management firms, financial institutions, investment firms, multinational companies and public sector organizations — each with customized messaging and design to resonate with different decision-makers.

Asset Management — Customized strategy for fund management firms

Asset Management — Alternative targeting and messaging variation

Financial Institutions — Banking sector campaign variant

Financial Institutions — Institutional targeting alternative

Financial Institutions — Third variation for A/B testing

Investment Firms — Targeted messaging for investment sector

Investment Firms — Alternative design and copy variant

Investment Firms — Third variation for performance testing

Multinational Companies — Corporate-level targeting variant

Multinational Companies — Alternative creative approach

Public Sector — Government and institutional targeting

Public Sector — Policy-focused messaging variant

Public Sector — Third variation for different audience segments