Four years after its split from Deutsch NY, creative studio Deutsch LA has affirmed its individual status, ushering in a new era of independence. While ‘LA’ has been removed from its name, the city remains at the heart of the rebrand. Using designers within the agency, Deutsch has a new brand identity that incorporates the rich cultural tapestry that LA is founded upon. Deutsch’s chief design officer, Adhemas Batista, created personal AI-generated monikers for each employee, with their individual ‘D’ comprised of different elements of their personality to complete the agency’s full logo. The new colourful and diverse expression created a brand identity to reinvent Deutsch as a forward thinking, optimistic agency.
