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Talking all things rebrand with Anil…

‘We aren’t the Together we used to be’

As our Creative Director, Anil was there every step of the way throughout the rebrand. From conceptualising to post-production, he’s had his fingers in many pies for many months. So now that he’s come out the other end alive and somewhat unharmed, he has some free time to let us in on all his secrets…

Why was it time for a Together rebrand?

Together had stood still for the past seven or eight years. But with Nick and JT leaving the agency it was the perfect time to update and modernise the brand. Moving into a new era, we wanted to discover what Together meant to us and how we could take ownership of it.

What were the first steps?

We conducted interviews with existing clients to hear their thoughts on the agency. The biggest piece of insight that came from this was how much our clients valued the working relationships we had with them. This, for me, was the lightbulb moment.

Anil LR

HOW DID THIS LIGHTBULB MOMENT EVOLVE?

I think I knew we had to really hero everybody in the agency, from account managers to designers – everyone plays such an important role in the team. We work so closely with our clients and have amazing relationships with them, so we need to champion this in our branding, from our logo right down to our tone of voice and brand values.

WHAT WERE YOU MOST APPREHENSIVE ABOUT?

When we started, the rebrand was being worked on in silos to give us the chance to find out what every team and every individual wanted from it. We didn’t put it out there immediately. We wanted to present it back so everyone in the agency could see the brand coming to life. It wasn't just a logo or a typeface, it was a brand new Together, so I knew we had to get it right and get everyone on board.

WHAT PART OF THE REBRAND DID YOU FIND MOST CHALLENGING?

Pitching creative to a group of creatives.

HOW DID YOU SETTLE ON THE FINAL LOOK AND FEEL OF THE REBRAND?

Brand thinking is at the heart of what we do and every time we’d get a brief, we’d start by looking at the brand guidelines, speaking to the client, understanding the brand and sentiment and then deciphering anything else from that. Whether we did it consciously or not, branding was at the heart of everything, so we knew we needed our branding to stand out.

We wanted a powerful, timeless brand but we didn’t want to just rinse and repeat. That’s when we landed on the timeless feel of ads from the 80s and 90s, and we began to question how we could modernise them. We started to experiment with hierarchy and typography to see how playful and expressive we could be with it and how well it would translate to digital.

‘We work so closely with our clients and have amazing relationships with them, so we needed to champion this in our branding.’

WHAT PART OF THE REBRAND WERE YOU MOST EXCITED ABOUT AND WHY?

The logo. We animated the logo so that everyone’s individual squiggle was incorporated into the design. When someone new starts at the agency, the first thing they’ll do is come up with their own squiggle and have it included in the logo. We wanted to avoid the cliché of saying the brand is all about our people and instead show it. And we wanted to present this in an authentic and innovative way.

WHAT PART OF THE REBRAND ARE YOU MOST PROUD OF?

The way in which we now present our work. We have introduced CGI into our creative in a way that not many agencies do. This can be seen throughout our website with our case studies and showreels and it feels like a natural progression for the brand. I’m so proud of it and excited to see how we develop this further.

WHAT’S THE ONE THING YOU WANT OUR CLIENTS TO TAKE AWAY FROM OUR NEW BRANDING?

That we aren't the Together Agency we used to be.

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