Cheil SWA group reveals a new visual identity for Cheil X

Cheil X is an independent full-service agency under the Cheil SWA group that manages the fast growing new client mandates in India.

Cheil X, part of Cheil SWA group today revealed its new visual identity and philosophy which takes its muse from the agency’s Korean heritage. Cheil X is an independent full-service agency under the Cheil SWA group that manages the fast growing new client mandates in India. It has two full-fledged offices in Gurgaon and Mumbai. The Gurgaon team is helmed by Neeraj Bassi, chief growth officer, Cheil X-Gurgaon with the creative team managed by Amit Nandwani, NCD, Cheil X-Gurgaon.

Anurag Tandon, chief growth officer, Cheil X-Mumbai is leading the charge of newly opened Mumbai office while Rajit Gupta is the creative head of Cheil X- Mumbai. Through its two offices, Cheil X is at the forefront of offering integrated marketing services like creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences that meets the ever changing business demands of clients.

Building on the Cheil’s legacy of Tech inspiring creativity, the visual identity of Cheil X is the emblem which is a profound synthesis of cultural heritage and creative ethos, echoing the very essence of the agency's philosophical underpinnings. At its core lies the symbol of the letter X, a manifestation of their relentless pursuit of disruptive innovation within the realm of advertising. The use of the Korean script 'Hangul' to form the letter X is symbolic of the agency's deep-rooted connection to its Korean origins. Yet, it transcends mere linguistic representation; it embodies their reverence for tradition and the wisdom of centuries encapsulated within the geometric minimalism. In this fusion of alphabets and cultures, they discovered a harmonious blend of diversity and unity, reflecting the tapestry of human experience.

Rajit Gupta, VP and creative head of Cheil X- Mumbai, who is also the creator of the identity, says, “The form of X, which is inspired by traditional and modern Korean script, essentially breaks down to lines and dots. This framework has been extended to create a unique typeface and illustrations that form a whole visual ecosystem for the brand. The logo philosophy embodies the ethos of Cheil X – a commitment to disruptive creativity rooted in cultural empathy and emotional resonance. It is a reminder that in every stroke of design, we are not merely crafting images but shaping experiences, touching hearts, and inspiring change.”

“At first blush, this new identity is a visual delight but if you dig deeper it reflects Cheil X’s preparedness for its next phase of growth as it spreads its wings with the launch of new office in Mumbai", says Anurag Tandon, chief growth officer, Cheil X- Mumbai.

"We are uniquely poised to capture the next wave of business evolution as our clients are becoming more tech focussed with our portfolio of services that draws on our expertise of leveraging creativity and technology. We have the best talent in the industry who have hands on experience in handling the dynamic business ask of our clients combined with the desire to fuel their growth and be an enabler for their business success,” he added.

Commenting on Cheil X’s philosophy, Neeraj Bassi, chief growth officer, Cheil X- Gurgaon said, “Agencies today need to move beyond their traditional remit of campaign led approach to a broader focus on improving the business outcomes. Our main differentiator is that we are already ahead of this curve. We have been living the philosophy of Business Connected Agency for years, developing solutions that Impact every moment in the customer journey. Our BCA approach helps clients achieve their business results through cumulative impact of connected experiences across the customer journey.”