Building emotional connections with customers is a major driver in cultivating brand loyalty and enthusiasm. Brands that demonstrate trustworthiness, integrity and honesty achieve those emotional connections.
And the same is true for an agency's relationship to employees and clients.
So with the Pitch agency rebrand, I started from the ground up, evaluating the DNA of the team, conducting 1:1 interviews and ultimately proposing a new brand pyramid (a statement of agency values and identity that support a new purpose). With these new tools in place, the agency has the opportunity to attract and retain great talent and foster more enduring client relationships.
The new agency wordmark. The speech bubble in the P represents the sound and story of a brand. The angled letters that follow indicate the radiating impact of a powerfully articulated brand sound and story.
We updated the logo and color palette to signal a shift in identity.
We set aside the old manifesto about "hard work" and drafted one that captures Pitch's particular strength, to identify (through research and strategy) and craft (via writing, design and production) a brand's unique voice and value. Articulated as the brand's sound and story, this at the heart of building emotional connections to any brand.
The new manifesto clarifies Pitch's purpose: to find and amplify a brand's sound and story.
New swag puts the new identity out into the world. But the rebrand is more than cosmetic: for people to proudly display these products, there needs to be pride in the new culture. The pride comes from adherence to the new values and specific new practices that ensure more than lip service to the values.