Nerve 
Nerve is a branding concept ideated and executed in 2023 for The Agency at UF. The Agency is a strategic communications firm led by professionals and staffed by students who are reimagining advertising and public relations.
2023
What is Nerve?
Nerve as it relates to Gen Z and The Agency.
Moodboard
This concept features a “Retro Futurist” approach to our brand. The dual nature of Gen Z manifests our appreciation for the past paired with our up-bringing as
digital natives.
The textures and grain in the imagery reference classic periods of advertising while connecting to how Gen Z appreciates tactile, physical aspects of life.
Logo
We utilize a word-mark for our logo to ensure legibility and recognition throughout the university.
Ogg is a stylized serif typeface with more character than your traditional serifs such as Times New Roman. It emulates our key messaging that we are able to work alongside large names in the communications industry today while providing bold, unique perspectives. We integrate our personality into everything we do.
Colors
We want our brand colors to stand out against other agencies. Most agencies today use a combination of black, white, and one or two other colors. Our analogous palette sets us apart gives us the ability to take up space in the industry in a new, bold way. It is also adjacent to the University of Florida color palette, making it compatible with any UF affiliated media.
Color palette was built around purple since it was approved from the previous nerve palette.
The darker, vibrant purple complements the light and brings in an element of contrast and energy.
The yellow brings an element of warmth into the palette. It’s friendly, inviting, and a collaborative color.
Our red is an energetic accent and a shade apart from what you’d see in most traditional agencies.
Black and white were staples of old advertising- they’re classics that go with any color combination.
Typefaces
Our header and body fonts Gentona Bold and Gentona Medium in compliance with UF’s typography standards. As a part fo the University, we wanted to incorporate some familiar brand elements viewers may have previously encountered.
Gentona is a versatile and simple font that can be used in any instance The Agency may need, including our own website, decks, graphics, and reports.Color palette was built around purple since it was approved from the previous nerve palette.
Forms
Our form library is comprised of a library of
free-flowing shapes that represent the fluidity and dynamic changes that Gen Z is bringing to the industry.
These forms can be utilized in a number of applications to add personality and emphasis to a number of agency branded assets. They are available in full color and in black and white for print.
Applications include:
Business Cards
Letterheads
Website Headers
Window Display Decals
Motion Graphics
