MAGNIFIC
REBRANDING
Freepik had evolved far beyond the stock platform it was known for, bringing together a growing set of AI tools for image, video and audio. The move to Magnific marked an opportunity to build an identity around what the platform had become, rather than where it started.
Over several months, AREA 17 and THRU worked closely on the rebrand, exploring how strategy, graphic design and motion could operate as one system. THRU contributed throughout the design process, from early visual territories to the development of the final identity and its behaviour.
The resulting system is centred around the Monumental M, supported by Magnific Magenta, a typographic language with details that connect back to the symbol, and a motion system designed to bring these elements together. Rather than relying on a single graphic device, the identity provides an open framework for communicating Magnific’s expanding set of tools and creative possibilities.
Alongside the rebrand, the team developed the launch campaign, introducing the new name and giving the identity its first expression across a broad range of formats.
Alongside the visual identity, a sonic language for Magnific was developed, defining how the brand should sound beyond a single sonic logo.
Working with musician Facundo Capece, we established an optimistic tonal direction and translated it into a palette of sounds that could be recombined across different applications. Rather than creating isolated audio pieces, the system uses a shared set of sonic elements to establish continuity, from the brand signature to broader musical and tonal expressions.
The result is a sonic system built with the same logic as the visual identity, a defined set of components that can be arranged in different ways while remaining recognisably Magnific.
