WONGDOODY rebrand
Creative agency WONGDOODY was started in 1993 by Pat Doody and Tracy Wong, and together, their names make up one of the more memorable names in the industry. Unfortunately, what was once a design that was an ironic counterpart to a ridiculous name, now just looked like a dated reminder of the 90s. So after 21 years, it was time. I led a rebrand designed to capture the agency’s fun energy, boldness and enthusiasm. The name became the hero – vibrating in an array of neon greens and discoverable easter eggs that became a big departure from the original.
The old logo was designed by Tracy Wong to look like a bank or corporate institution, a deliberate contradiction to a small start-up creative boutique with a funny name. The new logo gets out of the way of the name, treating the word as one entity, and includes a small exclamation point symbol in the top right corner, which we called our “trademark of enthusiasm.”
