A year ON
365 days ago we made a decision. A monumental one. We decided to change for good. For the good of our people, business and clients.
Change is good. It can be transformative. Deciding to change our brand turned out to be a real turning point.
It wasn't easy but the best things, the most effective things, never are. We though long and hard about it. Pressure tested our reasons for change. Change for changes sake is pointless. If you simply fancy a change go on a mini-break. And don't ever think a fast solution will be an effective one. Trends are transient but change rooted in sound thinking can last forever. Thinking that will make your brand more relevant and your business perform better. We call it Deep Thinking.
Here are the edited highlights to why and how we rebranded.
First, we made the case for change. You always need a compelling 'Why'. Why are we doing this? Are we keeping pace? Are we the same business we were 20 years ago? Are we breaking new ground with new work and new clients? Has our audience evolved? How do we take it to the next level?
Good questions. How did we realise the answer(s).
We discussed, challenged and developed. A collaborative process that shaped a singular creative solution. Branding, or rebranding, is a journey. The more people you bring with you (internally and externally) on that journey the better the result. Reshaping our brand was always going to be a tough gig - a design company designing their own brand is not easy. The key was treating ourselves like a client. Applying the same rigorous process we apply to them, to ourselves. Easy to say. Harder to do.
We looked at peers. Researched it. Strategised it. Planned it. Stuck like dear life to deadlines. And guess what? It works. We built a compelling visual and verbal brand. It's something we are proud of here and has been well received out there. We look modern, sound authentic and have a brand that will grow as well do. A year on it's doing exactly that.
Rebranding is a serious business. And a serious investment. Both in terms of time and money. You'll jettison lots of emotional baggage along the way. Subjectivity is only human but objectivity must win out. And once you commit you'll need to be disciplined in that commitment. So it's crucial you work with the right partner. Creating a brand that works. A partner that is with you for the long haul.
So if you want your brand to perform. Don't fast-track it. Or be swayed by cost over value. Think again. And you'll ensure it's effective.
And if you commit to us. We'll commit to getting it right.
Simon Shaw
Award-winning designer and John Landis stunt double.
