pgLang, founded by Kendrick Lamar and Dave Free, is expanding in a major way.

The creative company just launched its global creative agency called Project 3 Agency.

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Project 3 is a full-service creative house and serves as the first step for pgLang, offering creative services to the public.

The agency’s output includes brand design, creative direction, strategy, content creation, event planning, and production. It also looks to support both corporate and independent ventures.

The story behind the name Project 3 is inspired by the three-part structure of storytelling: a beginning, middle, and end. The new venture additionally formalizes pgLang and Frosty‘s relationship; the letter being a longtime collaborator with the company, which is now being acquired and integrated into the agency.

Free expresses that the goal for this new agency is to give brands a foundation for long-term success. He says:

“When I look at a brand, I’m not thinking about how to get them to the next quarter. I’m thinking about how to get them to the next 10 years. I’m trying to make the best thing that they’ve had that becomes reference material for all the companies.”

The music exec expresses how this is a stepping stone for the company and its future. He added:

“We know the trajectory. But it’s going to take time, and we’re going to give every piece its own space in its own light. Right now the agency is the foundation that helps set the standard for these other services that we’re going to offer.”

 

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