The Laugh team came to us with a clear purpose: they wanted their brand to reflect the same level of quality as their production and video work. They felt it wasn’t fully connected. Another challenge they faced was how to approach their sub-brands. How to communicate them, whether they should feel different or similar, and how the overall brand architecture should work within the house brand.

We set a timeline of 1 month to deliver their new brand identity with a clear brand strategy behind. We worked hand in hand with the team with weekly meetings and creating the visual system together. It was a very nice and smooth process, they were very sureof hat they liked and what they dont.

As a solution, we developed a strong concept focused on the fans and their emotions, capturing the feeling of being a champion. We named the concept “Laugh Out Loud” because fans don’t hold back—they cry, they laugh, they cheer, and express so many emotions. That’s why we introduced a touch of gold, using a vibrant yellow to convey a sense of heroism and victory. We also chose a fairly broad font family, as each team and culture is different, and we wanted to express a wide range of emotions. For the sub-brands, we maintained the main color palette but introduced an additional distinct color for each, allowing them to stand out while still belonging to the same brand system. To complete the identity, we incorporated a vintage look and feel through grainy imagery and created a flexible sticker system that represents Laugh—designed to be used across digital assets as well as physical products like T-shirts, caps, and bottles.