There’s always method in our maddness

What: Underneath the name, the logo, the colours, and everything else that the eye can see, lives the brand. A brand is an idea that positions a company rationally in the marketplace and emotionally in the hearts and minds of the customer.

Why: Good ideas position companies. Great ideas position brands. Brands must be fluid, relentlessly relevant, immune to the flux of the market and the whims of the consumer. We only deal in great ideas, ideas that are tested, unique, memorable, and true.

How: The truth comes from our clients: their competitors, their strengths, their weaknesses, who they were, who they are, who they want to be. The insight we get becomes the core of what we call the brand’s platform. Get the platform right, and the brand is unignorable.

What: From the boldest colours to the smallest serifs, the visual identity is any part of the brand that customers can see. And it’s much more than just a logo. Like a synchronised visual symphony, the strength of the whole depends on the quality of all the small parts.

Why: The visuals determine if the brand’s carefully devised platform – and its underlying value to customers – is clear and conveyed to all, or obscure and irrelevant. Informing the customer, but leaving them wanting more, is a careful balance between clarity and subtlety.

How: Our client’s identities are invented at the intersection of art and science. On the one hand, we’re guided by experience and good judgement; and on the other, if the energy used by a digital screen is too great, or the inking rate too high, we tear it up and start again.

What: Well-positioned brands with nifty visual identities still need activation energy. This is the wild west of event marketing, innovative co-branding, one-off physical experiences, and tactical reactions to socio-cultural waves, all reinforcing and clarifying the brand platform.

Why: Unidirectional communications no longer make brands. It’s only by opening a dialogue with the world that a brand’s territory can be fully explored. Building brand equity used to take an 8-month advertising campaign. Now it can be built with an 8-word post.

How: Ecobranding is a Swiss Army Knife that gives clients the impetus to start sector-defying co-branding relationships, to let customers generate the content, to inspire employees to become brand evangelists, to get their visual identities rocketed into space (seriously).

What: Regardless of where they come from, brands need to do good. Whether it’s inclusivity or transparency, ESG or CSR, in the end, the question to all brands remains the same: does your company fit with society’s expectations, and can it flex as they change?

Why: Working hand-in-hand with the meaning, which positions the brand for the customer base, resilience is the cultural thermometer we use to keep the brand’s meaning in check with wider trends around the globe. It’s a sensitivity that keeps brands original and out of trouble.

How: We made Orange green and the Olympics just. We are unburdened by compromised decision-making and emboldened by the success of our clients so far. We take the hard truths of corporate life and turn them into create assets clients can use to outpace their competitors.