Blaacck for AACC

The AACC, which represents consulting and creative agencies, is facing several challenges in a constantly evolving context. Firstly, it is crucial for the organization to continue to promote creativity and maintain the role of agencies within the creative industries. Expectations are changing, and brands must not only be influential but also capable of catalyzing deep transformations in behavior. The AACC must therefore help agencies adapt and evolve continuously to meet the societal and strategic challenges faced by companies.

At the same time, another challenge is to update its graphic identity so that it reflects not only creativity and agility but also openness and connection with its members and the general public. For more than 50 years, the acronym AACC has become well-established, but it needed to evolve to symbolize this constant transformation and the growing role of the association within the cultural and creative industries.

At the heart of the AACC's new identity is a custom-made typeface, "BLAACCK," which redefines the association's visual language. Developed in collaboration with Black[Foundry], this new typeface is based on the existing Vesterbro typeface in its Poster weight. Although the resulting typeface looks significantly different, starting from an existing font allowed us to reduce both design and development time, which in turn helped manage costs more effectively.

This typeface serves as the cornerstone of the AACC's new visual identity, giving the association a bold, proprietary look that captures both its creativity and its ability to transform. The unique design embodies the dynamism of the association, offering a strong visual impact while maintaining versatility. This is reflected in the flexibility of the identity: the typography, with its customizable aspects, allows for various interpretations—some may see quotation marks, others might interpret it as eyes—symbolizing the openness and connection the AACC strives to maintain with its audience.

The graphic charter has also been enhanced with an innovative and dynamic color palette, offering a wide range of creative expression while remaining true to the association's agile, forward-thinking spirit. By centering the visual identity on the "BLAACCK" typeface, the AACC is able to communicate its evolving role within the creative industries, while staying connected to its foundational values.