Jacknife was approached to reinvigorate FUSE Marketing Group’s visual identity. The ask was to develop a clever system that captured their channel-agnostic approach and ‘creative first’ mindset in a way that would "turn heads"—just as they do for their own clients.

A brand platform that included core values, tone of voice and a narrative was developed, rooted in their driving principle “No smoke. No mirrors. Just awesome creative.” With the brand established a customized icon and word mark was created by fusing different shapes together. This shapes developed into a flexible system with a playful patterns, a colourful palette and bold typography.