As a creative agency we are lucky in that we have all the talent and resources needed to carry out such a rebranding exercise in-house. Also, as it happens to be one of the things we do for a living, it is a great exercise to do regularly for ourselves as well. Ultimately our brand is who we are. This time, we gave ourselves permission to be professionally playful and curious yet remaining sharply focused.

Why should brands evolve?

It never hurts to take an objective look at your branding every now and then. This means a brand audit that asks the tough questions we forget to ask in our busy day-to-day lives. Does our brand represent what we are today? Have we significantly changed since the day our existing brand was launched? Often, we find that revisiting the brand identity comes naturally when you are defining your strategy or making major adjustments to some core elements of your business – your portfolio, customer segments or geographical markets, for example.

Why was this our time?

This brand renewal comes as a visible part of Brandkind’s coming-of-age story. To celebrate our 18th year in business, we wanted to ensure that we incorporate everything we have learnt and everything we’ve become over the years into our own identity. The work we’ve done on the brand goes hand in hand with our strategy. Our new identity proudly celebrates who we are: creative, curious and forever-evolving. At the same time, we want our visual identity to give space and direct attention to what really matters; the work we do for you, our clients.

What’s changed?

Nothing and everything. We are still Brandkind. We also kept the timeless logo you are already accustomed to seeing. From there we started a process of sharpening our focus, simplifying our visuality and dropping any and all dead weight. The end result builds on a sharp foundation with disruptive pops of visual stimuli. It’s a design system that allows our brand to live and breathe freely within its framework. How do you think we’ve done so far?