Omnicom Global Solutions
Client:
Omnicom Global Solutions / Annalect
Sector:
Marketing Technology, Advertising
Year:
2025-2026
Brand Origin:
Global
Services:
Design Strategy, Brand Identity, Visual Identity, Art Direction, Collaterals
For 13 years, OGS was the quiet powerhouse for the Omnicom universe. We are talking about 8,000 people who were being seen as “just dependable” support. Our job was to move them from the background to the boardroom.
Omnicom Global Solutions
For 13 years, OGS was the quiet powerhouse for the Omnicom universe. We are talking about 8,000 people who were being seen as “just dependable” support. Our job was to move them from the background to the boardroom.
Client:
Omnicom Global Solutions / Annalect
Sector:
Marketing Technology, Advertising
Year:
2025-2026
Brand Origin:
Global
Services:
Design Strategy, Brand Identity, Visual Identity, Art Direction, Collaterals
Omnicom Global Solutions is the strategic engine that powers one of the world’s most influential advertising networks. Over thirteen years, it has operated as a high-performance hub centralising research, analytics, and creative strategy across global markets, quietly doing the heavy lifting for some of the biggest campaigns on the planet.
With a recent expansion to 8,000 specialists and the integration of Interpublic Group’s capabilities, OGS has evolved into a global leader in AI-driven marketing solutions. A company operating at this scale, at this level of intelligence, in this many markets. The only thing lagging behind was how it looked.
The Gap Was Never About Capability
The gap was not in capability. It was in perception. OGS was producing sophisticated, high-value work while its visual identity kept positioning it as a support function. As the organisation scaled and stepped into a more strategic role, it needed a brand that could walk into a boardroom, a global talent pitch, and an AI marketing summit and hold its own in all three. No legacy baggage, no corporate blandness, and no disconnection between what OGS does and how it presents itself.
We partnered with OGS to lead a comprehensive brand transformation during a pivotal era of global expansion. Our objective was clear: transition the organisation from being seen as a dependable cost centre to being recognised as a high value strategic partner and a magnet for world class creative talent. As OGS scales to a workforce of 8,000 specialists and integrates as a central hub for AI led marketing innovation, the visual language had to evolve beyond its legacy roots.
By digging deep into their “Built-in Momentum,” we developed a modular identity system that reflects their dual nature of structural precision and creative agility. The result is a unified, scalable brand language that effectively bridges the gap between sophisticated data intelligence and human centric design. This transformation positions OGS exactly where it belongs: at the definitive forefront of global marketing excellence and future ready operations.
The visual transformation was built around one central concept: the Geometry of Clarity. We moved away from the fragmented, cluttered aesthetics common in backend-positioned organisations and developed a modular system designed to scale without losing its precision.
At the centre of the system is the OGS mark. The symbol balances the structural stability of the “O” with the sharp directional energy of the “G” icon, where the arrow form signals progress and the carefully constructed geometry brings discipline and balance to every application.
It was not designed as a static graphic. It was built as a functional tool, capable of representing 8,000 specialists across eight global hubs, maintaining its architectural integrity from a business card to a stadium-sized exhibition wall. A mark that does not just represent OGS. It behaves like OGS. Precise, purposeful, and built for whatever comes next.
Before the Mark, the Thinking
Every visual decision in this project was preceded by a strategic one. Before a single form was drawn, we spent significant time understanding where OGS sat in the global martech landscape, who it was competing with for talent and perception, and what visual language would actually move the needle for an organisation of this complexity.
We conducted a thorough competitive benchmarking exercise across six global brands operating at the intersection of data intelligence, marketing technology, and creative strategy. The goal was not to find inspiration. It was to find the white space. To understand what the category was already doing, so we could build something that felt distinct from it.
From that research, three creative directions were developed and presented. Each explored a different personality for OGS, ranging from structured geometric precision to quieter, more editorial intelligence. The chosen direction, Geometry of Clarity, was selected not just for its visual strength but for its strategic fit. It was the direction that could carry the weight of what OGS actually is.
A project of this scale does not arrive at the right answer quickly, and this one was no different.
The identity went through multiple rounds of refinement across every element of the system. The mark itself was pushed, pulled, reconstructed, and tested across contexts before the final construction was locked. Colour relationships were stress-tested across digital interfaces, print collaterals, and environmental applications. Typography pairings were evaluated not just aesthetically but functionally, across the kind of high-density data environments OGS actually operates in.
Each round of revision was not a setback. It was the process doing what it is supposed to do. Pressure-testing ideas until only the strongest ones remain. What came out the other side was not a brand that looked good in a presentation. It was a brand built to perform in the real world, across real touchpoints, for a real organisation with genuine global complexity.
Every element of the visual system was engineered for global performance and high-level legibility.
The typographic pairing reflects the dual character of the brand: Gotham brings architectural authority for data-heavy environments and display use, while Lora handles the storytelling, the human side, talent engagement, and long-form content. Together they give OGS a voice that is both analytically precise and genuinely collaborative.
The colour logic follows the same thinking. Opposite Blue and Nearly White replace generic corporate blacks with a high-contrast digital environment that prioritises readability across complex AI dashboards, global reports, and print collaterals. Controlled, premium, and built for wherever OGS shows up.
The final brand system covers every foundational layer of the OGS identity, built to perform consistently across every context the organisation operates in.
The primary logotype and G icon are constructed on a precise geometric grid, ensuring the mark holds its integrity at any size, in any application. A full colour architecture anchored in Opposite Blue and Nearly White forms the visual foundation, supported by a secondary spectrum and a defined gradient system that gives the brand flexibility across digital interfaces, presentations, and print environments.
A typographic hierarchy pairs Gotham and Lora across display, body, and supporting content, balancing analytical precision with human warmth. A proportional layout and margin system ensures every composition feels structured and considered, regardless of format.
And underpinning all of it, a defined brand voice rooted in the positioning of Doing What’s Next. Every element engineered to work independently and as part of one unified, scalable whole.
A brand system is only as strong as its applications. For OGS, we took the identity across an extensive range of physical and digital collaterals to prove its range and consistency.
Business cards, letterheads, and envelopes built on the brand grid. Employee, intern, and visitor ID card systems with branded lanyards. Notebooks, wearables, tumblers, and backpacks carrying the visual language into everyday touchpoints. Social media display picture formats across LinkedIn, Instagram, YouTube, and WhatsApp. Every application documented, systemised, and compiled into a single comprehensive brand manual, so anyone working with or representing OGS has exactly what they need to keep the brand consistent across eight global hubs.
From the Background to the Boardroom
OGS always had the capability. Now it has the identity to match. A unified, scalable brand system that positions one of the world’s most sophisticated marketing operations exactly where it belongs: at the front of the conversation, not behind it. Thirteen years of momentum. Finally, a brand that keeps up.