CHALLENGE: Colony Digital was a full service digital marketing agency. They wanted to rebrand as their name & brand no longer fitted with what they offered or their business path.

THE TASK
Build a brand story for Colony Digital that expressed who they were and what they offered.

Create a new company name for the solo business path they had started after moving away from their previous business partnership.

The brand story would be used to create a new brand, logo, website and social content.

CHALLENGES
The current name had negative connotations, so moving swiftly to new one was desirable

There was a strong attachment to the Full-Service offering

This brand story pivot needed was quite strong and bringing the team on the journey was key.

The Approach

To create a new brand story and support the re-launch of the agency we did the following:

Re-position brand
Build a brand story
Facilitate a name generation workshop
Brief internal creative team to create: new logo, brand assets and website
Develop an Employee Internal Launch plan and present brand story strategy to team

New Brand Positioning

Social First Creative Agency

The following three insights that led us to this positioning recommendation:

First, a ‘Full-Service’ offering was close to impossible to deliver in today’s digital world that is highly specialized and continues to diversify.

Second, that there was a unique opportunity in the market to be a social creative agency.

Third, the vast majority of Colony’s work was serving the social space.

Colony Digital’s new brand promise

We Create Social that Builds

This brand promise has flexible messaging options. The element that’s built can change depending on what is most fitting for where it was being used. See examples below:

We Create Social that Builds Business

We Create Social that Builds Connections

We Create Social that Builds Engagement

We Create Social that Builds Customers

Reasons to Believe Colony Digital Team can Deliver on this Brand Promise

Team of entrepreneurs and intrepreneurs

They create cutting edge content

Connected capabilities (replaces full-service, relates to other offerings that support social)

Youthful social marketers

We’re in it with you (partners)

Naming

We facilitated a naming workshop. Part of the process involves creating many categories to inspire names that can express the brand message. The category that led to the new name was “animals + building + creativity”.

The Bower Bird is very flamboyant and creative bird from Australia that builds amazing constructs to attract it’s mate. It’s a very colourful bird and also does a quirky little dance during the mating game. This became the inspiration for the new name:

Bower House

Bower was coupled with ‘House’ to imply that it was a house of creative folks.

Internal Launch Plan

With a large brand positioning shift it’s important to transition mindfully from the current positioning to the new positioning for both customers and employees. In order to bring the wider team onto the new brand positioning journey we created an internal launch plan that included below and shared it with the team and facilitated a discussion:

Defining values for the company
Outlining why the new positioning is required
Explanation of the new ‘Connected Capabilities’ and why it’s important
Developed an operational process for the team to put the new brand story into action in their work and with clients