To begin to answer this question we first conducted an analysis of our visual identity. Assessing every element and identifying the flaws in our visual language. We also looked at our competitors. What they were doing well and what they were doing poorly – we don’t want to blend in with the crowd.
There was a lot to talk about, but some common themes emerged.
Bright and bold
We had talked a lot about being ‘bright and bold’, but the way we put this into practice in terms of colour and typography was very literal. This hindered the flexibility of our visual language and was often overbearing when the focus should be on our work and content first and foremost.
Digital-first
We maintained a digital-first ethos, but our logo was hand rendered. Designed to represent the birth of an idea, or a moment of inspiration, our logo was certainly different to those of our competitors, but it was not flexible enough and contradicted our new positioning.
Motion
Increasingly part of our service offering, motion in our identity (or the lack of) was another key observation. With ‘kinetic identity’ now the standard in how brands are recognised, we knew that motion needed to be identified early, not as an afterthought.
