How a traditional advertising agency presents a rebrand? The challenge was clear: talent has no borders. For Global Agency, the right people for a job can be next door or on the other side of the world. The belief was all about bringing talents together around an idea to add skills. This way of thinking was the spine of the rebranding project.

We invited a typographer from New York (Yomar Augusto) and another from São Paulo (Tony de Marco) to shape this concept into a typography designed exclusively for the agency. Whenever this type was used, there would be a sum of talents. Global Typeface became the main element of Global's identity.

To present this concept to clients and the creative community, we launched the exhibition FONTE. In a pop-up gallery, several artists from different disciplines and countries were invited to expose their art created after the typography. In an experimental format, "FONTE" brought a combination of type, literature, drawing, painting, photography, video and performance to the exhibition space, attracting thousands of visitors during the 12 days it was open to the public.

Watch the documentary below.

A way of thinking shaped into a typography