IAM

This top-tier UK comedy talent pool has always used a clever zig-zag pattern wordmark combined with a shimmering gradient, but my redesign kicked it up to the next level. The gradient went from all cool hues, to now spanning all the way into a fiery hot orange, which pops out against the now, dark, background. This shifted us from a gentle, early morning sky, to a late-night out at the comedy club, painted with neon and spotlights. What makes this rebranding even crazier is, of course, the thickness and 3D perspective introduced, which gives a movement and boldness to the design that just screams “show business”!