I'm the Strategy Director at the Creative Business Company. Subscribe for marketing guides, insights and deep dives.
How we nearly destroyed a brand
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We nearly destroyed 3 years’ worth of distinctive assets when re-doing our website and brand identity. This is one of the early directions we really liked. It looked sleek. Professional. Tasteful. Premium. But someone pointed out that it looked nothing like our current branding. And despite wanting to change our visual identity, this was a problem. Because after regularly pumping out social media content, guides, and reports, people began to associate us with a certain look and feel. Most notably our neon green and black colour scheme. There’s no deep meaning behind these colours - they were part of an identity created in previous years that was just trying to stand out and look different to other agencies. Like good marketers, we ruthlessly applied them to everything from social media posts to client pitches and presentations. And slowly, over time, people began to think of us as they scrolled past toxic waste coloured content on their social feeds. Personally, I’m sick of it and would love to have a change. But that would be a silly thing to do, wouldn’t it? So the colour scheme lives on, and has been incorporated into a new identity that hopefully feels more familiar. More us. You can check out the results here. And please keep thinking of us whenever you see neon green.
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Ian Barnard
I'm the Strategy Director at the Creative Business Company. Subscribe for marketing guides, insights and deep dives.
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