The site launched in 2012, and acts as a free showcase for selected consultancies.
Those currently using the site include APFEL, Build, Studio Moross and Bibliothèque, which came on board for the rebrand project in around August last year.
AUFI is currently limited to representing 50 consultancies, which work in disciplines including branding, graphics, digital, strategy, art direction and spatial design.
Clients can contact AUFI about a specific project, and the company then selects no more than four consultancies to put forward to speak with the client directly and present their credentials. The site operates a policy of no speculative creative pitching.
Agencies and clients use the site for free, with AUFI receiving a nominal percentage of the fee when a consultancy wins a project.
The new identity sees AUFI revert to its full name – Ask Us For Ideas – which forms the wordmark logo in Helvetica 95 Black. This is shown online and will also be used on printed collateral and stationery.
The site, which is currently a holding page, uses bold Helvetica typography over a series of fast-moving images of work by listed consultancies. A monochrome palette is used elsewhere.
‘[This] illustrates in only a few seconds, that AUFI is a company bursting at the seams with great ideas’, says AUFI founder Nicholas Bell.
‘The speed and overall impact, creates drama and entices the viewer.’
Bell says that the new identity looks to clarify the offering, with information and design on the website pared back to ‘allow the work to do the talking’.
‘We wanted it as a single page presented in one neat way’, says Bell. ‘It’s almost a bit of an enigma when you first see the site’.
Features include a filtering system allowing users to search either by consultancy name or design specialism. The ‘About’ section for each group has consolidated to a single page overview from the previous ten pages. Bibliothèque brought in copywriter Stuart Turnbull for the project.
The featured consultancies are represented by an image of their work, with the name and specialisms revealed when the user hovers over the image.
The site is currently a holding page, and is due to fully launch next week.