2017 was a defining year for our agency.

What began as a fairly routine self-evaluation soon morphed into an intense examination of our agency’s vision, values, and identity. The spring and summer were filled with exploration and iteration as we overhauled—and overhauled pretty much everything. The fall ushered in some exciting changes to our agency and leadership structure (read more) and solidified our desire for the brand to reflect those changes.

Within the past three years, we’ve moved our offices, tripled the size of our team, and enhanced our competencies and services. Engaging, intentional design and meaningful relationships are hallmarks of our agency that remain constant. But our methods and capabilities have expanded. We are not abandoning our core identity, but it has evolved and we now required something better suited to represent us.

We are not abandoning our core identity, but it has evolved and we now required something better suited to represent us.

TBX existed in our brand DNA long before we claimed it. Clients used it as short form in their emails, and we often joked about how “extreme” a big X could be (think: the early ESPN X games logos). Then, one day our design director, Travis, said it. He loved the connection it had to airport codes, how PDX and LAX were minimalist labels for dynamic airports in progressive cities. A minimalist name for a dynamic, progressive thing. It was so simple, but such an authentic change for us.

Since our brand is often spoken or heard long before it is actually seen, we wanted a refined visual identity that communicated the name first and foremost. We abandoned bright color palettes and complex icons for the simplicity of an augmented, monochromatic typeface. What has resulted is a nimble and fluid lettermark that allows us the freedom to playfully explore trend forward design in both our collateral and digital environments.

For us, TBX honors our past and has us well positioned for 2018 and beyond.