Assembly Global
A rebrand designed to fuel growth
Overview
Assembly is a global media agency within Stagwell's challenger network, working with clients like Amazon, Nickelodeon, and Vanguard. After merging with ForwardPMX in late 2021, the agency needed a rebrand that could unite global teams and attract top talent. Leading the brand identity design internally, I transformed the visual identity, website, social presence, and presentation systems to reflect Assembly's new scale and ambition.
Services
Year
2019-2022
Strategy
The original Assembly brand carried the spirit of its founders: fighters who wanted to reinvent media planning. The tagline was literally "not your father's Madison Ave agency." But the visual language didn't match where the company was headed post-merger. The challenge was keeping the underdog energy while opening the brand identity to something warmer and more human. We centered the strategy around Assembly's new tagline, "we find the change that fuels growth," and identified key touchpoints: the website for client credibility, LinkedIn and Instagram for talent acquisition, and internal presentation design for alignment across a newly global team. The goal was a brand that felt additive and collaborative, not just sharp and technical.
Design
We introduced a vibrant palette of warm red, pink, and navy blue, shifting the brand from machine to human. The website became a showcase for client work and culture, built in Figma to scale globally. For presentation design, we created a system with video content and QR codes that rolled out across all departments. Social templates included a custom pink filter that kept everything cohesive.
Results
The rebrand launched in February 2022 and earned Assembly Ad Age's Agency of the Year. Talent applications surged 38% globally, and presentation templates saw strong adoption across the organization. The brand became a cultural anchor, proving that challenger agencies can have both edge and warmth.
Credits
Leadership & Global Marketing
James Townsend
MB Keelty
Andrea Bredau
Gunilla Huddleston
Kelvin Lee
Sabrine Shaw
Design
Rosa Cheng
Diana Rodriguez
Agency Partners
Stagwell Global
GALE
Proof Creative