At 35 years old, Creative Marketing Alliance had never undergone a brand refresh—so when the time came, executive leadership at CMA embraced a full 360º redesign. That meant creating a new logo, selecting fresh typography, expanding the color palette, and building an imagery, iconography, and texture library from scratch. It also included a completely rebuilt website, designed to showcase the revitalized brand and support its next chapter.

The process began by modernizing the logo—carefully evolving its form without erasing decades of visual heritage. Collaboration is at CMA’s core, so that spirit became the heart of the redesign: each letter in the logo is built from two interlocking parts. Alone, the pieces fall flat. Together, they form a cohesive whole—a visual metaphor for how CMA’s departments unite to bring client stories to life.

During early brainstorming and research, CMA’s leadership emphasized “out‑of‑the‑box” thinking, boundless creativity, and a drive to harness new technologies. That spirit sparked the idea of a space exploration theme—not just for flair, but as a powerful metaphor for CMA’s mission.

What do space and marketing have in common? More than you’d think. Like explorers navigating uncharted territory, CMA pioneers bold creative strategies, scouting the marketing universe for innovative trends and tools to deliver to clients. This theme became the visual foundation for the brand refresh, reinforcing CMA as a team of explorers, trailblazers, and pioneers—always pushing boundaries in pursuit of extraordinary results.