Pursuing Infinity — AD Unveils New Brand Identity
New logo. New colours. New voice. New website built from the ground up on Next.js with scroll-driven animations and a cosmic design language. Here’s the full story.
Why We Rebuilt Everything
AD started in 2023. The brand we launched with was functional — it did the job of getting us through the door. But by 2025, the door had gotten significantly bigger. We were delivering creative direction for international summits, building trading platforms, running government events. The old identity felt like wearing a school uniform to a board meeting.
So we did what we’d tell any client to do: we went back to zero and rebuilt from the foundation up. Treated ourselves the way we treat our clients — with rigour, with strategy, and with zero shortcuts.
The New Identity
The rebrand touches everything. Nothing survived from the old version except the name.
- Logo: A new mark designed for flexibility — works at billboard scale and favicon size. Clean geometry with just enough personality to feel like us.
- Colour system: AD Indigo (#251AFF) and AD Red (#EE3530). Bold enough to own a room. Disciplined enough to not fight the content. The indigo anchors our identity. The red ignites it.
- Typography: Syne for headings — geometric, characterful, unmistakable. Inter for body — the best reading experience on screens, full stop. Chosen specifically for dark-mode-first design.
- Design language: Cosmic. Stars, gradients, depth, glassmorphic surfaces. Not sci-fi — more like looking up on a clear night and feeling the scale of what’s possible.
The New Website
The website isn’t just a new coat of paint. It’s a full rebuild on Next.js with engineering ambitions that match our creative ones. Scroll-driven animations that respond to how you move through the page. A Big Bang-inspired hero sequence that sets the tone from the first millisecond. Glassmorphic UI elements that layer depth without sacrificing readability.
We built it as a performance piece and a portfolio piece simultaneously. The site itself demonstrates what we’re capable of building for clients — because if we can’t do it for ourselves, why would anyone trust us to do it for them?
The New Voice
The old AD sounded corporate. Fine for some agencies — wrong for us. The new voice is how we actually talk: quirky, direct, creative, and professional without being stuffy. We sprinkle space metaphors through our writing — not as a gimmick, but because the cosmic theme runs through everything we do. Pursuing Infinity isn’t just a tagline. It’s a creative philosophy.
Pursuing Infinity
The tagline means what it says. No ceiling. No upper limit on quality, on ambition, on what we’re willing to attempt. Every brand we build, every event we run, every system we ship — we’re pushing toward what’s possible when structure meets imagination. That’s the orbit we’re chasing.
Welcome to the new AD. Come explore.