Pearlfisher Creates Identity for China’s ‘3r Advertising Services’
Pearlfisher has created the new corporate identity design for 3r Advertising Services, a media group with offices in Beijing, Shanghai, Guangzhou and Chongqing, and whose clients include Ford, Alibaba and JDB, China’s most popular soft drink.
Previously, it was felt the group’s three agencies – which cover numerous disciplines, including advertising, digital planning and marketing, content marketing, brand strategy and business consulting – lacked a unified expression.
Rory Fegan, head of brand strategy at Pearlfisher commented, “After strong growth and diversification of services, the company was suffering from having disparate identities for its different agencies. Our challenge was to create a powerful, international brand identity that unified the three agencies under the new 3r Advertising Services brand name.”
Natalie Chung, creative director at Pearlfisher said, “The identity is made up of three elements. Firstly, a watercolour background with colours that represent serenity and calmness, and a texture that cues heritage and tradition. Secondly, an infinite grid of dots, which brings order in an expansive environment but also represents the possibilities 3r Advertising Services can provide for its clients. Finally, the logo, which has both Chinese and English versions, is formed from enlarged dots, suggesting connection, and showing the power that comes from excellent communication and collaboration.”