After reaching twenty successful years in business, award winning brand communications agency Guerilla, has combined forces with internationally acclaimed Italian artists Van Orton to create an art extension of their brand. The art features a revolutionary theme, creating artistic impressions of individuals who against the odds and adversity have revolutionised their area of work. Be it art, music, science, or medicine, they have been chosen because they had a significant and positive effect on the world, we live in. The campaign is also designed to consolidate Guerilla’s own brand components, which include the proposition line of Creative thinking. Real results, and new graphics that carry a punchy revolutionary twist.
James Allen, Director Guerilla said “Whilst not necessarily needing a weapon or to go to war, the art extension of our brand celebrates those individuals who nevertheless have achieved a distinctive change and revolution in their field and area of expertise. Each revolutionary has broken the mould through their creative thinking, displaying courage and a firm belief (just like our own proposition) that creative thinking and clear actions will bring real results. We like to believe that revolutions don’t happen without communication spreading the word”.
The decision to commission the Van Orton artists to create the Guerilla brand art extension was made possible when Alan Wardle of AnyForty Artists introduced the two teams to one another.
James explained “We had developed the brief and we were scouring the globe to find an artist with the right level of creativity and design style. Fortunately, at just the right time we were introduced to Marco and Stefano, and we started to look at the amazing art that they were creating, we were just totally blown away.”
Artists Marco and Stefano, twins based in Turin, base their style from inspiration by the stained-glass windows found in churches near their homes. Other influences including pop-culture have helped them develop a very distinctive style featuring thick black lines, geometric shapes, and bright colours. Working with leading international brands such as Mercedes-Benz, Universal Music, Armani, Jägermeister, BMW, Warner Bros, Marvel, Dreamworks, Sisley, Rolling Stone, Empire Magazine, Colmar, Three Olives Vodka, Barilla, Ray-Ban, both Van Orton brothers embraced the challenge of interpreting the Guerilla brief.
Marco and Stefano Van Orton commented “We decided to include Jimi Hendrix’s revolutionary instrument directly within the figure of him, as if they were all one entity. All in an explosion of colours. If you think about it, he pioneered and revolutionised the explosive possibilities of the electric guitar. Hendrix’s innovative style of combining fuzz, feedback and controlled distortion created a new musical form. Next, we worked on Freda Carlos, who was a totally unique artist in so many ways. It’s interesting working on revolutionary characters, creating a piece of art to celebrate what they have achieved through clarity and focus, then linking it to the Guerilla brand”.
After launching the new Guerilla brand to coincide with the twenty-year watermark, and with an international reputation for their brand communications strategies, the team are now continuing to build up and grow their UK and International client base.