Europe’s leading model agency was in danger of losing their top spot to competitors. The challenge: how do we reinvigorate the brand, convey its unique model roster, and ultimately re-establish their dominance in the market. The answer: a fresh identity built around a unique logo that mirrored two 1’s to create an ‘M’ initial (and played to what models often do… look in the mirror). The logo not only became a sign of quality but was also integrated into typography. The addition of a silver, and metallic grey palette, along with considered layouts added a premium quality across the identity.