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 assets. Our proposal included an protoype app that creates and captures an infinite number of brand marks in real time.

Client: Red Peak / Avex. Design: Kevin Brainard. Collaborators: Stewart Devlin; Aya Kawabata; SVEN ZWEI: Thomas Prellwitz + Sandra Kleinwechter; Lingxiao Tan; Jason McCann; Trollbäck+Company; and Hee Je Wi.