Hello from The Brand Pool team. We’re excited about launching our new positioning and brand refresh and thought this would be a great opportunity to talk about how we used our branding process on ourselves.
As with all projects, we started with research and understanding. We questioned where we sat in the highly competitive agency landscape and unpacked the aspects of our expertise that our clients valued most. In this discovery phase, we uncovered what it was that made us unique.
Like all the best work, the process was driven by guiding insights:
These insights led to our new positioning:
With a clear positioning locked in place, we turned our focus to articulating our unique approach as an agency:
The next step was to use our positioning and offering to define a set of principles that would guide our brand’s identity, tone and personality. When we distilled what makes us unique and what drives us, we uncovered five guiding principles:
In our branding process, we use guiding principles to strategically inform our decision-making. In choosing our new brand font, for example, we sought characteristics of curiosity, pioneering spirit, and contemporary style. This hands-on process affirmed our conviction that an insight-led strategy yields authenticity and deeply meaningful outcomes.
As part of our brand rollout, we designed and built a new website. We used our strategy and principles to inform the user journey, communication style and overall design. This has culminated in a digital experience that communicates our expertise in strategy, branding, behaviour change and campaigns with a special focus on government work at local, state and federal levels.
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