Sparking purpose through our brand-new identity.

Branding yourself is a huge challenge.

It's brought up important questions like how can our new brand reflect the heart-forward creatives we are, our style of work, and our unwavering purpose. We invest heavily in our work for our clients, so why not put the same effort in for ourselves and our brand? 

We knew it would take determination and bravery to pivot from a brand that's been on the radar for ten years, but we trusted our team to create something truly unique that stood out.

It started with endless sketch sessions, mood boards, and conversations on what visual or symbol could encapsulate our work and capture us as a purpose-led agency. Not only with the work we create but how we communicate with our clients and each other as a multi-faceted, small, mighty, and tight-knit team. 

The new brand needed to tell the right story to ring true to why Aimee and Adrian started the agency. We walk the walk but also say what we mean, so we developed a new tagline; Building brands that give a damn. It was the perfect setup for our new identity.

Our new identity needed to position us as both a brand and a communication agency. As both a lightning bolt and speech bubble, it amplifies our purpose and bold, dynamic approach to our work and the dynamic relationships with our partners, clients, and our own team.

We chose a strong, eye-catching, italic typeface to match the angle of the icon and mirror our energy and ambition. Anchored on our historically core color Yellow, we also introduced complimentary colors that expand our original color palette of black and yellow, adding more personality, character, and playfulness. These colors weave through our new illustration and graphic style, letting us explore playful and expressive shapes that expand on our icon, giving our team plenty of visuals to use and demonstrate throughout our branded applications.

Over the past year, we've evolved as an agency and hired two new members to our team. As we grow, so should our brand and how we communicate with the world, embedding purpose in everything we do. 

Our brand will continue to evolve, just like us as human beings, always a work in progress, navigating through imperfections and new challenges. We're proud of what we stand for and all the hard work and effort our team has put into the rebrand. After all, we only put work forward if it's work we genuinely believe in and can put our name to. Our new brand now delivers a fresh, modern, authentic experience for our clients, partners, and the like-minded folks we seek out.

Here's to sparking change. Cheers to 10 years and a brand new look!