Fantasmagorie
// 2024
Overview
Fantasmagorie, an established 360° creative agency with three distinct divisions (Agency, SFX, Entertainment) seeking a complete digital rebrand to reflect evolved capabilities and drive business growth.
The Problem: The existing identity felt dated and fragmented. While the agency had grown significantly, the brand failed to communicate its full scope : three specialized divisions appeared disconnected rather than unified. Competitors had clearer positioning; client acquisition was competitive. They needed a bold, modern identity that harmonized their three divisions while positioning them as innovative, forward-thinking leaders.
Missions
UX design
UI Design
Objectives
Complete digital rebrand including branding system and full website redesign
Unified Brand Identity
Create a master brand system that harmonized three distinct divisions while preserving each division’s unique identity and value
Immersive Experience
Website should feel like an extension of the brand. Not just information architecture, but a sensory experience reflecting creative capabilities
Talent Attraction
Strengthen employer brand to recruit top creative talent
Positioning as Innovators
Signal forward-thinking through bold, modern design and intelligent use of emerging technology
Role & Responsibilities
As solo lead designer and creative director, I owned the complete strategic and creative vision
Visual Identity: Designed logo system, color palette (master + division-specific variations), typography hierarchy, and graphic elements.
Art Direction: Established visual language and thematic approach; directed AI-generated imagery to maintain consistency and quality.
UX/UI Design: Information architecture organizing three divisions as co-equal parts of unified whole; designed all page layouts, components, and interactive states.
AI Integration: Explored how to authentically integrate AI-generated visuals as proof of creative capability without feeling gimmicky.
Process & Strategy
Observed from live user behavior and A/B testing
01
Discovery & Strategy
Interviewed leadership across all three divisions to identify unique strengths and overlapping values
Competitive audit of creative agencies and studios; identified positioning gaps
Established brand pillars that unified all three: Innovation, Craftsmanship, Storytelling, Bold Creativity
02
Visual Identity Design
Master Brand: Modern, geometric logo system with flexibility to accommodate division customization
Color System: Primary palette (bold purples, dark neutrals) + division-specific accent colors
Graphic Language: Modular geometric elements that could adapt and recombine; signals technical precision + creative flexibility
03
Website Architecture & UX
Structured website as: Hero (immersive intro) → Three divisions (equal visual weight) → Works/case studies → About/team → Contact
Each division got dedicated section with its own visual flavor while maintaining master brand consistency
Narrative approach: Each division’s story told through distinctive case study presentations
04
AI Integration
Used AI-generated visuals strategically: hero backgrounds, division illustrations, atmospheric imagery
Approach: AI tools as creative enhancement, not replacement. Heavy art direction and curation to ensure brand alignment
Positioned as proof point: “We use cutting-edge tools to push creativity forward”—authentic to agency’s mission
Key Design Decisions
Complete digital rebrand including branding system and full website redesign
Master + Sub Brand
Challenge: How to make three divisions feel distinct while belonging to one brand?
Solution: Unified gradient color foundation (purple, dark neutrals) with division-specific accent colors. Orange for Agency (commercial, energetic), Cyan for SFX (technical, cool), Magenta for Entertainment (bold, playful). This allowed each division to feel authentic while maintaining visual coherence.
Immersive/Experiential Website Design
Challenge: Website needed to communicate three distinct capabilities simultaneously without feeling scattered.
Solution: Built immersive, scroll-driven experience with dramatic transitions between sections. Each division got its own visual treatment while overall navigation remained clean. Heavy use of motion, layering, and AI-generated imagery created premium, sensory-rich experience.
Modular Visual System
Challenge: Brand needed to scale across print, web, video, environments—three divisions adding complexity.
Solution: Developed geometric, modular graphic language that could recombine in infinite ways. Logo system allowed stacking and rearrangement.
AI as Design Tool
Challenge: Using AI risks feeling trendy or compromising authentic creative vision.
Solution: Treated AI as creative accelerator, not replacement. Every AI-generated image was heavily art directed to align with brand guidelines.
Impact & Results
Client Acquisition
Improved lead quality and conversion, clearer positioning attracted aligned clients
Specific inquiries to individual divisions increased by improved targeting
Industry Recognition
Rebrand received design industry attention and positive press coverage
Positioned agency as forward-thinking leader within creative community
Talent Acquisition
Stronger employer brand improved ability to recruit top creative talent
Internal team morale improved; team felt better represented by brand
