Becoming Bittersuite

Three years after breaking away from TBWA, award-winning agency Design Zero 3 recently announced its name change to Bittersuite. Launched at the Loeries, it won two awards for its new corporate identity and logo.

Logo

Bittersuite's philosophy is one of creativity through contradiction. Art versus marketing. Agency versus deadline. Thinking versus the box. It draws its inspiration from everyday conflict, combining the industry's contrasting elements into a new and beneficial synergy that works towards a common goal.

Says Jason de Wet, multimedia director at Bittersuite, “Opposites create depth, intrigue and interest. Without conflict, there can be no progress. The essence of our agency draws from this, combining the industry's contrasting elements of art and marketing, client and agency, Mac and PC to create a beneficial synergy. Be embracing this philosophy, we are not afraid to contradict the norm and see the world from a different perspective.

“The logo is a visual representation of this philosophy that illustrates the concept of duality by requiring the viewer to change their perspective and consider things from a different angle.

For the corporate identity, three different designs were used to illustrate its philosophy and the nature of contradiction.

“Good/evil, give/take, work/play are all universally opposing forces that represent the intrinsic yet beneficially opposing forces within the agency,” concludes De Wet.