Archetype is an events and activations company operating in a crowded, highly visible sector, where much of the work disappears as quickly as it’s built. The challenge was to create a brand that could keep pace — something direct, recognisable, and easy to deploy across constantly shifting environments.
The identity leans into utility rather than decoration. A bright, industrial orange does most of the heavy lifting, chosen for visibility as much as tone. Working with Alan Kennington, we developed an abstract “A” that nods to the structural logic of stage builds — less a logo as a badge, more a piece of kit.
From there, the focus shifted to where the brand actually shows up: on-site, in transit, on crew, on hardware. Rather than spreading budget thinly, we concentrated it on the moments that carry the most exposure — the places where the work is seen, not just presented.
If you’d like to talk about any upcoming projects get in touch here ↗