Category - Brand Identity
Year - 2021
Client: WPP Italy Group
Agency: Cba


Giving voice to the creativity of the WPP Italy group.

WPP is the largest group in the world dedicated to communications services, with over 100,000 employees working in 111 countries.

In Italy it comprises 20 agencies, with a shared culture based on values of
openness, optimism and commitment in attaining remarkable achievements.

WOICE is the name that Cba has coined to give voice to the Group’s creative potential and national talents. A voice to narrate, declare and share WPP Italy’s unique characteristics. Union, exchange and crossover generate different viewpoints and horizons, which, like sound, are propagated in a wave of transformative energy.

The visual identity was designed starting from the four types of wave that exist in nature: sine, sawtooth, triangular and square. The sine wave becomes part of the logotype’s typography, graphically expressing the letter “W” and the concept of sound propagation.

The progress of the four waves, transformed into a geometric motif, generates a dynamic, modular visual language, consistently different, but capable of giving rise to a design system that is as lively as it is harmonious.

The palette is based on the colour wheel by Isaac Newton, the first scientist who put sound and colour into correlation. Bright and powerful hues lend weight to the narrative of the Group’s creative energy, the vibrant body that gives rise to a kaleidoscope of fresh, unique and innovative ideas.

The explosion of creative energy takes tangible form in both static and dynamic applications in which the combined use of typography, graphic motifs and colour create flexible patterns that remain legible at all times. Whether devised for interaction with WPP players, whether existing in the physical world or in the digital space, Woice has a vibrant, distinctive identity, like the creativity that it describes.


P.IVA 03896760133 - C.F. RGGRCR97T25D912Z