The media agency Infinity Media Solutions was created in Barcelona in 2008 with an entrepreneurial and flexible spirit as part of their philosophy. Local leadership with a global vision describe their DNA and the structure of service offered to clients. Innovating, questioning established strategies and notions, and exploring new boundaries of connections between brands and individuals, are at the core of their activity and communication/media strategy. Our challenge involved the creation of a new identity aligned with the company’s essence and philosophy. “With three “I”s and a “y” is the usual way the client spells out the company name over the phone, and was the starting point that inspired us to develop their new brand. Iiiy ended up transforming into an organic icon that morphs in each piece we designed to reflect a flexible, plural, modern and challenging identity.