Creative agency INT Works has relaunched as Anyways, with a completely new visual identity to accompany the name change. Anyways was launched five years ago by Alex Bec and Will Hudson, and is now part of the HudsonBec Group alongside It’s Nice That and education start-up Lecture in Progress.
The name was conceived to reflect the agency’s breadth of output and playful attitude, explains Anyways creative Ellen Turnill. “We can work in any medium, with many different collaborators to solve any creative problem. We thought Anyways explained that pretty simply.” Anyways felt the previous name was ambiguous and lacked clarity about its relationship with It’s Nice That, whereas the new name “gives personality, purpose and shows the way we work”.
In turn, the irreverent yet bold visual identity exemplifies the attitude of the studio. “We think it reflects how we work. We are adventurous, positive and playful but still clear, considered, simple and meaningful."
The identity was developed via the same inclusive process as all the agency’s projects – for the likes of Nike, Google, the BBC and Uniqlo – with everyone across the entire studio able to input and share ideas. The results of many workshops were refined and filtered by the team, and then the creatives worked together with graphic designer Bruce Usher to create the final Anyways identity.
A “friendly” lower case workmark is used in conjunction with a rolling series of hand-drawn icons. “This means we can mix it up, put our personality into it, it’s not too serious or restrained.” On the website, designed together with Mike Guppy, hand-drawn arrows follow your cursor round the homepage, amid a colourful, type-led design. Elsewhere visitors can explore the agency’s range of projects.