16 Apr Fresh Brand for Breadbox
When the clock strikes 10 (years that is), it is certainly time to look at your brand and consider if it is still reflective of your business. For Breadbox Marketing, 2017 is the year of the coveted 10-year anniversary and after a decade of helping other businesses develop and market successful brands, it was time for Breadbox to look internally and become its own client.
“Our first logo and brand identity was very successful and I honestly found it hard to move away from it,” says Emma Potter, Owner and Strategic Director of Breadbox Marketing.
“It’s funny because I hear our clients say similar things from time to time and it can often mean that you need a subjective look at the situation – the changing market place, the evolution of the business, and the new objectives for the years moving forward … So while I was heavily involved in the re-branding, I did also take on a client role and allowed the team to move forward with the brief,” she says.
The Brief
One of the main drivers for a re-brand was the expansion of the team and the service delivery. Breadbox Marketing became Breadbox Marketing and PR with a growing strength in the areas of public relations, media relations, event management, and stakeholder relations. With this addition working hand-in-hand with the team’s ever improving marketing, advertising, and digital service delivery, the new brand needed to include PR, without forgetting the bread and butter of the agency, marketing.
Breadbox was also naturally attracting bigger clients with larger organisations, bigger ideas, and greater needs from their marketing, advertising, and public relations. The offering from Breadbox needed to be about delivery and growth.
“When we are engaged by a client, we are often working with them on a path towards growth in some capacity,” says Potter. “Our old brand focused on our own skills, with the tagline ‘fresh thinking’, but moving forward, our strategic direction needed to be all about the clients and the outcomes they could expect. This formed the basis of the creative brief.”
The Creative
Through a strategic brand positioning our purpose was clearly identified, to ‘help businesses grow’. The creative team were set to task. “I was obviously very confident in the team and they certainly didn’t disappoint,” says Potter. “I asked them to treat me like a client so I was given a formal presentation with multiple creative executions for the brand ideas and the digital advertising campaign.”
From Picasso-esque geometric shapes, to a whole new colour pallet, and astrology inspired executions, the new brand was not short of ideas. “I love the final execution, because it is strong and bold, yet paired with softer, more organic illustrations. The more feminine and current colour represents our ability to be both sharp and structured, as well as intuitive and fluid and I feel this is truly reflective of who we are.” says Potter.
“I also love that the word ‘ad’ is separated out. We have often grappled with the question, ‘are we an advertising agency rather than a marketing agency?’, but our positioning helped us to see that we are much broader than just advertising, while it is a really strong aspect of our deliverables. So, for me, this was really relevant.”
Pairing this design with a new tag-line, helping businesses rise, meant that the brand was right on-brief and ready to go to market.
The Results … Growth?
Launching with a cohesive digital media plan, the brand went to market with Facebook, Instagram and digital display ads, new signage as well as google adwords, remarketing and SEO strategies. Now holistically focused on growth, the new look for Breadbox Marketing and PR didn’t take long to start working for itself.
“We are only a few months into the new campaign and have already met the financial objectives … I am really proud of the team and the direction we are working towards this year and in the future,” concludes Potter.