Brooklyn MGMT

Client: Brooklyn MGMT
Campaign: Book Talented
Location: Australia
Agency: The Reactor
Creative platform: Book Talented
Role: Creative Lead

Deliverables: Strategy, brand identity, art direction, design, printed, digital and social collateral, social ads, stills, motion, video, production, website.

With the project led by Russell Neill, The Reactor team helped create a new brand strategy, brand/creative look & feel, social content, website, style guide, tone of voice and launch campaign. A robust and bespoke wordmark anchors the new Brooklyn MGMT brand and monogram, accompanied by impactful typography, a bright tone of voice and a highly functional and modular design system. The brand’s contemporary visual identity comes to life through the dynamic use of colourful and engaging content (stills, video and motion graphics), which contrasts the neutral colour palette to convey a premium look and feel.

The new brand identity and tone of voice were then strategically rolled-out across a wide range of printed and digital assets to help Brooklyn Management relaunch with a ‘bang’, become a more inclusive agency, expand its offerings and compete with tier one and tier two talent agencies.

A group of ten young adults, dressed in stylish attire, are gathered on a black sectional sofa in a bright room, enjoying each other's company and sharing laughs.

Four posters on a wall, three featuring models in various poses and one with the text 'Book Talented' for Brooklyn MGMT, with a blurred woman walking by in front of the posters.

Black background with white text that reads, '4 am call time? Book Talented.'

Photo of a woman with natural curly black hair, and a man with short brown hair making a boxing pose, on mock-up profiles for Brooklyn MGMT with names Masika Kambere and Mitch Lawless.

A black and white business card with the name Brooklyn MGMT and contact details for Brooklyn Edwards.

White notepad and promotional flyer with black text, titled 'Brooklyn MGMT' and 'Book Talented'.

A digital collage featuring a woman sitting on a couch in a cozy cafe setting, a group of people in stylish attire on a black sofa, and a webpage with text about job arrival and departure, personality traits, and professionalism.

A young man with short hair and a serious expression, wearing a light-colored shirt, standing outdoors against a patterned wall, adjusting a watch on his wrist.

A woman with wavy blonde hair and wearing large sunglasses poses outdoors against white architectural structures and a clear blue sky, wearing a white crop top, white high-waisted pants, and gold jewelry.

A woman with brown hair, wearing a white puff-sleeve top, beige shorts, and nude sandals, reclining on a beige sofa near a window with sheer curtains.

Woman with blonde hair and earrings sitting on a beige couch in a room with warm lighting, wearing a fitted, textured pink dress with puffed shoulders.

Three smartphone screens showing Instagram posts and stories. The first is a black and white photo of a woman in a fashion shoot, the second is a color photo of a woman lounging by a pool in swimwear, and the third is a white background with black text reading "Three page scene. One take."

Collage of four photos with diverse young adults in sunny outdoor settings, featuring portraits and relaxed poses.

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