The Viacom Agency is the in-house creative agency behind one of media’s most sprawling portfolios, from MTV and Comedy Central to Paramount and Telefe. In practice it was many agencies in one, a merger of teams with wildly different temperaments: some calm and serious, others loud, irreverent and impossible to keep quiet. They needed a single identity broad enough to hold every one of those personalities without flattening any of them.

So we decided not to try to unify them and instead of one voice, we built a brand of many minds: a system designed to give each team the tools to be themselves. From normal to weird and from quiet to loud, we turned the brand into a map. Wherever a team or person placed themselves, the system would hand back the right resources. At the center of it all sat a modular, circular logo built to transform, adapting into covers, posts and signatures for every sub-brand while a fixed set of rules kept it unmistakably TVA. One identity, infinite personalities.