Rafael Rizuto, former ECD at 180LA, the same talent I have worked with in the "Unicef Unfairly Tales" campaign, winner of the Grand Prix for Good in Cannes 2016 and the "Asics Feel Fast" campaign in the first semester of 2017, is a co-founder of the newly formed advertising agency "TBD" located in San Francisco, and invited me to create

the visual identity system for the company.

TBD is an abbreviation often meaning in ordinary writing "to be discussed”,"to be done", "to be defined", "to be decided", "to be determined", etc. Is part of the agency's moto to

be a "work in progress" company that adapts to the challenges and needs of their clients.

So my challenge was to bring this philosophy to life.

The three dots are an indication that there is more to come, more thoughts, ideas, is to

be continued. Then I use the dots to build the graphic system for the brand, creating the logo, a custom font and graphic assets.

As the agency's philosophy is to be adaptive and responsive to the needs of their clients, the choice of colors where simple black&white so they can adapt themselves and dress-up and embrace the colors of their clients and brands as needed.

The next step was to bring more energy to the brand, I come up with abstract graphics delivering hints of the main strategy representing their vision for the company.