INSIGHT
COMPUTERARTS.CREATIVEBLOQ.COMNOVEMBER 2019
CHARLIE SMITH
Creative director,
Charlie Smith Design
http:// bit.ly/cs-designJESSICA WALSH
Creative director
http://www.andwalsh.com“I love that this identity is both over the
top and self-indulgent. It’s bold, graphically
pleasing and experimental. It means
business, and from a potential client’s point
of view, gives a great indication of what
they can expect.
Conceptually, I appreciate the subtle
acknowledgement that Sagmeister is no
longer involved – a new chapter for the
company under a new name. Also, that the
(blank)&Walsh, is all about collaboration,
whether it be with clients, the team or
other creatives.
The overall identity balances
contemporary and classic well, paring the
serif ampersands with the sans serif Maison.
I’m less keen on the use of the calligraphic
Ogg italic – maybe I’m a purist, but I don’t
think it’s necessary. The ampersand is a
letterform that most people would need a
couple of attempts to draw correctly.
I love the idea of pushing it to its limits
of readability. &Walsh has created 50
variations, with a plan to keep producing
more with every new client and new team
member it works with. The continued nod
to the spirit of collaboration is a nice touch.”“It’s the same kick-ass creative team. It’s the
same studio on Broadway. A new look and
name for our new chapter with a new vision.
What did it take to brand &Walsh? Like
all good things in life, it didn’t come easy.
It took many talented people, two months
of work, drawing 1,230 ampersands,
an existential crisis, a lot of coffee and
42 migraines.
The core branding materials such as
the letterhead, business cards and website
were designed to be quite simple with the
main focus on the large three-dimensional
ampersands. We wanted to avoid trends
with these ampersands so we could create
something that we believe to be beautiful
and timeless. We wanted our website to be
simple and functional so that our brand
always feels inviting to potential clients and
prospective employees.
The materials intended for my social
media, such as the photography of me in the
three-dimensional branding worlds, went
more surrealistic and mysterious. This is
where we were able to show off more of
our personality and brand attributes
through imagery.”
ORLAITH WOOD
Writer at Reed Words
http://www.reedwords.com“When a creative director’s name is on
the door, it puts a lot of pressure on the
individual. And you could make the
argument that a name like &Walsh doesn’t
have longevity and can’t grow with the
agency or if Jessica moves on. But of course,
we’re in the business of selling change –
essentially telling brands that they need
to evolve or die. So expecting our own
name and brand to last forever would be
hypocritical.
The positioning of the ampersand before
the name in &Walsh is key. So for example,
‘Walsh&’ or ‘Walsh & Partners’ wouldn’t
work. Leading with ‘[blank]&...’ makes it
not all about Jessica – it puts something
else first: the client or team. ‘Walsh’ is the
constant, the stamp of assurance. And as
one of the few high-profile female creative
directors out there, Jessica naming her
agency after herself is a statement that I can
happily get behind.
Design-wise, I like the weirdness. Like the
name, it’s making a statement: we don’t do
boring. It’s not a blank canvas, you’re buying a
specific product. If it’s a good name and good
aesthetic, why not?”Jessica Walsh’s agency &Walsh was created after Stefan Sagmeister
left Sagmeister & Walsh. What’s the verdict on the new identity?
Focus on: &Walsh
REBRAND FOCUS