Cannes Young Lions 2025

Branding brief: To create a brand for the Media Business Course (MBC) that can evolve over time.

Outcome: We designed a monogram that pays homage to the heritage of the Advertising Association while providing a modern yet timeless brand asset.

The brand needed to be able to stand on its own but also house a range of partner branding and content. This led us to create a design system, a strong black and white core brand foundation, able to flex across a variety of assets.

We also distilled and highlighted the course’s offerings, into three words that identify MCB’s unique selling points: Inspire, Innovate, Connect. Each words became a pillar. We designed an icon for each, creating dynamic graphic elements to be used across communications.

Designer Partner: Hannah Tsuji