No two briefs are ever the same. For this reason, Adduco has no prescribed method or off-the-shelf solutions for our clients’ marketing challenges. We know how important a first impression is, and so as true creatives, we sat down and took a hard, long-considered look at our image.

Having never actively sat down to design an overall brand beyond a series of logos to meet the needs of a rapidly growing business, we have identified the importance of this to be able to push the company forward to the next level. This prompted us to have fluid conversations, flash sessions and stakeholder consultations to quickly overcome the challenges of a rebrand of this scale, before deriving insight from the feedback for focused creative sprints and the eventual creation of the chosen route.

We learnt a lot from this process –

  • Our branding appeared to be overwhelmingly unilateral
  • White-on-pink and lowercase heading irks people…and lays way for interesting perceptions
  • Our visual identity was never built with mind to our professional identity
  • Brand standards have never truly been established beyond a rushed set of logos and colour palettes

 

It soon became apparent everyone coming into contact with the Adduco brand has an emotional sense of purpose and affection for it, yet this spirit wasn’t being communicated externally. This became our mission, making the need for a rebrand even more pronounced. Brands engage with Adduco because we’re distinctly different from a typical agency operating in the same space – we’re a disparate gang of millennials that possess a seemingly well-heeled zest in business interactions and it is imperative that our identity reflects this. Meanwhile, we had to ensure that four years of agency reputation wasn’t simply discarded; there are design cues, creative direction and agency quirks that we’re recognised for.

 

 

 

 

 

 

Continuity was imperative – aligning our sister development company SeventyTen with our identity was an exercise that we planned close to a year ago. Subsidiary products from Adduco will also easily absorb the identity, lending us confidence that we’ll see heightened brand recognition and recall.

The end result isn’t completely contrary to previous identity, nor is it a crazy rendition of who we want to be. Adduco’s identity has very simply grown up.

We’ve picked a colour that represents our liveliness, intelligence and reliability. We’ve crossed our T’s and dotted our I’s, selecting a typeface and electing brand standards that refine the succeeded shotgun-approach makeshift identity. We listened to the people that do business with us, the people who advise us, the people who support us and paired that with how we feel as a team.

We’re now confident behind a brand that means something to us.