Blacktop

Overview

We worked alongside the creative team to uncover a brand identity that was unique, memorable, dynamic, and representative of their groundbreaking yet process-forward client work. From finding the right intellectual property to shaping an identity that could adapt as their services grow, we ensured Blacktop had everything needed to build a brand that stands out.

Problem

Blacktop needed a brand identity that would:

• Stand out in a crowded creative services market
• Reflect their groundbreaking creative work
• Communicate their process-forward approach
• Be unique and ownable intellectual property
• Allow room to grow as services evolve
• Balance bold creative expression with professional credibility

Goals

• Create unique, memorable, dynamic brand identity
• Find and develop ownable intellectual property
• Represent both groundbreaking creative and process-forward approach
• Build a system that can adapt as services grow
• Position Blacktop competitively in creative services market

Process

We worked alongside the creative team to uncover what made Blacktop unique. Through discovery, we identified their groundbreaking yet process-forward approach as the core tension to express in the identity.

The challenge was finding intellectual property that could be owned while being distinctive enough to stand out. We explored motion-oriented solutions that could capture the dynamic nature of their work without becoming gimmicky or difficult to execute.

Solution

Dynamic, Motion-Oriented Identity We built Blacktop's brand identity from scratch—designing a dynamic, motion-oriented system that reflects their process-forward creative work while staying memorable and adaptable.

The identity uses:

• Bold color gradients (purple to orange) that suggest energy and transformation
• Strong, geometric typography that communicates structure and process
• Motion as a core brand element, not just decoration
• Modular system that can grow with the agency

Flexible Application The system works across:

• Business cards and stationery
• Digital presentations
• Website and social media
• Client proposals and case studies

Each application maintains the core identity while adapting to the specific use case.

Result

Blacktop launched with a bold new identity that successfully balances groundbreaking creative with process-forward positioning. The dynamic, motion-oriented system is memorable and stands out in the creative services market while remaining adaptable as the agency grows.

View the live site at builtbyblacktop.com