The Oval Office approached us at a pivotal moment in their evolution to a key player in brand experiences across Belgium and Europe. Their old identity no longer matched their growing ambitions.

Originally named “The Oval Office” during the hopeful days of Obama’s inauguration, their name once embodied progress, hope, and decisiveness — qualities that had faded over time. It was evident they needed to reinvent themselves.

Their name was distilled to “OVAL”, one of the suggestions of their internal team. It perfectly reflects their human-focused philosophy, valuing creativity and empathy over convention.

We had a head start in terms of creation since we could build on their baseline: connecting people for real.
The core creative idea plays on the strength of literally getting brands out into the real world — and subsequently into people’s lives — through the immersive experiences OVAL crafts.

Visually, we centered on immersion — bringing brands closer to people. 
We crafted a wordmark from enlarged oval shapes, giving the brand a unique and friendly character in a world of sameness.

By zooming into the logo, we created engaging compositions and frames for images throughout the identity.

A vibrant color palette that pulses with coral hues and rich dark purple undertones makes the brand stand out, while a modern humanist sans serif typeface —structured within a strict design grid— introduces a professional undertone that complements the friendly shapes of the wordmark and adds clarity and precision to the communication, and makes the identity work as a platform for their client brands.