GBA Group project spanned developing a captivating visual identity for the launch of a new creative effort, dedicated to activations and brand extensions. The visual identity aimed to be dynamic, playful, and reflective of the innovative spirit of the new vertical. The brand language included unexpected layout and information flow, dynamic photography treatment, kinetic and modern typography styles, and distinctive element lockups. This visual identity was designed to seamlessly integrate across various activation touchpoints, creating an engaging brand experience that resonates with target audiences and effectively communicates the company's commitment to innovation and creativity in brand activations.