A rebrand identity that honors
AFA Decaux’s heritage in the most respectful way possible by saluting the one thing that was there all along: the frame.
Services
Brand positioning Brand promise Core brand story Key brand messaging Visual identity Campaign concepts Motion graphicsThe challenge
AFA Decaux is the stuff Danish outdoor dreams are made of. With 10,000 units throughout the country, including their hallmark product: the freestanding poster frame – a national icon in all major Danish cities – they have provided the framework for some of the most creative, successful, and memorable outdoor campaigns for more than three decades.
But having always remained deliberately in the background, the brand itself lacked the clear and distinctive identity needed to truly claim the position as Denmark’s strongest outdoor provider. We set out to help AFA Decaux take up the fight against digital, cement the relevance of outdoor media, and highlight the incomparable effectiveness of being unskippable.
The solution
We frame things that matter to us. That deserve special attention. So instead of reinventing or adding new layers to the AFA Decaux brand, we decided to honor its heritage in the most respectful way possible by saluting the one thing that was there all along: the frame.
We made their most iconic product – and the very premise for its success – the hero of their new brand platform and the basis for all elements and animations. From its characteristic dimensions to the unique way posters move up and down inside it, and the fact that once you notice it, you can’t unsee it. It’s unannoyingly efficient.
Visually, the frame is an effective, dynamic, and playful element for framing AFA Decaux’s images and messages. This is mirrored in the tone of voice using various forms and combinations of the word ‘frame’ to anchor the new brand promise ‘Rammen om noget særligt’ and the commercial tagline ‘Outdoor rammer alle’.
