A New Brand Identity for a New Business Agency
Upfront’s brand identity had become dated and didn’t reflect the company values, nor its target audience. Do Good Branding were tasked with reinvigorating the brand and making the identity more ‘joined-up’.
After a workshop to identify Upfront’s business objectives and clarify the target audience we worked with a new set of brand values to establish the differentiating features of the Upfront identity. They are an honest, characterful and energetic bunch and wanted to appear so. We devised a new strapline to align the company ethos with its name. We then developed a bold but approachable new look and feel to give Upfront a more agency-friendly image. Visually, the straight-talking nature of Upfront takes the form of a colourful ‘openness’ which flows through from the vibrant art direction of the team photos to the raw texture of the illustrations and the freedom of the hand-cut typography.
The new brand identity transformed Upfront’s brand perception and was rolled out across a new responsive website, business cards and a Upfront’s own credentials presentation. The team are delighted with their new look and are already beginning to reap the rewards with their first pitch under their new guise resulting in them winning the account.
“Do Good helped us to really understand what our brand was about and helped bring this to life with a new identity, website and collateral. They were able to keep us on track and ensured our website project was delivered within budget – and on time. The feedback from both current and prospective clients has been overwhelmingly positive, already helping us to win new business. The responsive website was designed as standard and their CMS is easy to use which has given us a great plaftform to develop our content strategy and maximize the impact of this. The team at Do Good are creative but logical thinkers and great at pulling everything together seamlessly, from producing copy, photos and illustrations, through to design and build, or managing the print process. They are quick to respond to any client needs or questions and were an absolute pleasure to work with. I wouldn’t hesitate to recommend them.” Jody Osman Founder & Director, Upfront
- Art Direction
- Brand Identity