Brand experience agency Glow London find the truths that fuel brands. These truths inform brand identity, and the way the internal teams live and breathe the new brand. Essentially the brand glows and radiates the new beliefs and values from the inside out. The challenge was to create an identity that visualised the ‘glow’ in a non-cliched way across a range of media. It had to bring the agency to life with warmth and humanity. As glows can have different states, from spark to radiating to shining we created a series of visual properties that could express different stages of a brand’s journey. Each glow could work as a graphic or as a highlighting device showing where the glow was originating from - mostly from inside people.