One of the most significant changes in our branding work in recent years has been the abandonment of what I call the ‘rabbit out of the hat’ approach. In the early days of my career, with a major project complete, the client would gather in a panelled boardroom. We would deliver a grand, momentous presentation, the entirety of which would be a huge and dramatic surprise. What then followed was almost a moot point because the board had got the grand moment they had got psyched up for. It was left to the designers and an often head-spun marketing team to figure out what to do with the feedback.
Suffice to say, it’s not how we work today – and here’s a fantastic example. During lockdown and thereafter, we’ve been working with Belgian private family office AtlasInvest on a ground-up identity review.
I’m really proud of the end result, a great example of an energy investment branding project.