Avex

Avex Group is a Japanese entertainment conglomerate with hundreds of artists and athletes signed under the parent company and its sub-labels. Beside J-pop talent and internet sensations, the company has expanded into anime, video games, live music, sporting events, restaurants, and retail. There was a strategic need for a new, contemporary identity that reflected Avex’s diverse initiatives and holdings. The expressive identity responds to the strategy “Mad & Pure” and leverages the Avex “a” to reflect the energy of its artists, athletes, and sub-brands. Our proposal included an protoype app that creates and captures an infinite number of brand marks in real time.