Massy Group has made pivotal contributions to the Caribbean story over the past century. To commemorate this herculean marker in the company’s history, Praktis was commissioned to develop a centennial identity that celebrates Massy Group and honours the staff, customers, corporate partners and investors at its heart.

The first step in designing the identity was to develop a name. That process resulted in ‘Our100’, a rallying call. ‘Our’ speaks to an inherently collective experience. It’s a way of saying that Massy doesn’t only serve its staff and employees; and isn’t just a Caribbean company — but that Massy IS its staff and employees.

With Caribbean people at its centre, the visual identity was born from one thing that connects all the islands of the region – light. Sunlight is the gem of the Caribbean. In the number 100, the signature Massy colours refract the same way light does when it touches a gem. The light itself is a single beam but splits into many segments, reflecting the many people and parts that come together to form Massy. ‘100’ also sits under ‘Our’ as a forward-facing shadow, a visual that plays on the idea of a sundial – the first timekeeper to signify this milestone as an achievement for the collective and Massy’s eagerness to not only reflect on the past but continue shaping the future.

In close collaboration with Massy 100’s Creative Director, Anya Ayoung Chee, the team formulated a communication strategy that allowed the elements of the identity to fall seamlessly into the final campaign. To tie it all together, Praktis developed an animation that expresses Massy Group’s Caribbean heart. This motion graphic was complete with a theme song written and sung by Freetown Collective that echoes its ethos, “There is no me without you.”