OVAL, formerly The Oval Office, sought to reinvent its identity as it grew into a leading brand experience agency across Belgium and Europe. Their old identity no longer reflected their ambitions, prompting a rebranding to align with their human-focused philosophy of creativity and empathy. The name “OVAL” was chosen to symbolize this shift.

Our creative direction centered on immersion—connecting brands with people through real, engaging experiences. We crafted a unique wordmark using enlarged oval shapes to give the brand a friendly, approachable character. The design featured dynamic compositions, motion elements inspired by panoramic photography and VR, and a vibrant color palette with coral and purple hues.

The result is a modern, distinctive identity that communicates OVAL’s core values, positioning them as a leader in immersive brand experiences.