Beside J-pop and internet sensations, the Avex Group has expanded into anime, video games, live music, sporting events, restaurants, and retail. As Avex sought to enter the American market, there was a strategic need for a contemporary identity that reflected the diversity of their initiatives. The expressive identity responds to the strategy “Mad & Pure” and leverages the original Avex “a” to reflect the energy of Avex and its assets. Our identity proposal included an 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; Jason McCann; SVEN ZWEI: Thomas Prellwitz + Sandra Kleinwechter; Lingxiao Tan; Trollbäck+Company; and Hee Je Wi.