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In 2024, consulting giant Deloitte came to Hornet with an interesting challenge. How to visually articulate a rather broad and abstract campaign line “Together Makes Progress”. At the start, the parameters were loose and the deliverables were nebulous, with the only concrete requirement being to employ their signature branded mark, the green dot.
“Together Makes Progress” was an all-purpose rallying cry for their numerous verticals, coming to life in a host of internal comms and consumer-facing touchpoints.
My role was lead Creative Director, reporting to Hornet ECD Daniel Fries. Sarah Cella was our Producer and my old comrade Ryan Moore handled the account..
Longtime collaborator & low key wizard Carla Dasso was our lead designer. Her initial design explorations established the tree dot as a motif we could echo, multiply, slice, outline, and interpret in a myriad of ways. These frames were pulled from a few rounds of initial exploration.
Tan Wan was my lead Art Director, working closely with me to create a comprehensive design system that we could extrapolate into a living, Figma brand book for Deloitte’s different teams – one that we could update as the project grew and grew.
Once the initial designs were approved, animator Riccardo Agostinelli brought the frames to life, exploring different ways to use the dot as a storytelling device.
The brand refresh was a big hit at Deloitte. We managed to push them out of their comfort zone, bringing more vibrancy and flexibility to the green dot, and abstracting the mark in ways they had never dared. This resulted in a request for six additional, unique variations of the designs – tailored for different verticals within the company.
