Formative is embracing creative intelligence – and we’ve got a new look to back it up.
Our focus on storytelling, positioning, reputation and trust has always guided our delivery of top-class strategies for the world’s leading B2B brands and corporates. This rebrand puts that idea front and centre, with a new look, a logo that looks like it’s in motion, and an update of our colour palette.
The aim is to emphasise our focus on strategy, brand and reputation and to make clear that we’re harnessing the power of technology to drive what we do. It’s also an example of our depth of talent when it comes to brand innovation, allowing us to match our visual identity more closely to our corporate aspirations.
Crafted in-house, we’ve drawn on expertise and skills from across the company. Here’s how we did it:
1. Data and research-driven approach
Our clients are spending more time on data analysis, and so are we. Research was our starting point – thinking about how users would come to the site and the brand, and what their preferences and pain points are likely to be. We’ve crafted this new look with users and clients in mind – aligning with their needs, while also reflecting our own shift to digital first.
2. A digital focus, reflected in our logo
Technology and digital underpin the new look. Our old logo – a static look that grew from the idea of ink on a page – wasn’t serving us any more. Now we’ve unveiled something that reflects our journey, our new emphasis and our future – and that encapsulates the digital-first company we’ve become.
3. Bringing everyone along
As an employee-owned company, we wanted to make sure everyone felt involved in the rebrand and what we’re trying to achieve. We consulted along the way – incorporating feedback from across the business on our shift in emphasis – and ultimately presented two fully-formed options for employees to vote on. The result is a striking design that we can all be proud of, and that leans on an inclusive process.
4. Crafting everything in-house
Perhaps most importantly for us as a digital content, marketing and strategy agency, is the fact that we were able to design and develop everything from scratch. Team members from across the business drew on their creative intelligence to craft everything from design, brand, logos, words and search engine optimisation.
5. True to our values and corporate purpose
The result is something that’s true to our Formative values of fast, meticulous, entrepreneurial, straightforward and human. It’s a showcase of how we deliver outstanding work swiftly and efficiently, and of how we work together to bring critical thinking, discernment and ethics to everything we do.
While we’ve got one eye on the future as we take on this new look and feel, we also remain focused on delivering exceptional content strategy for businesses around the world, helping them stay at the top of the global agenda.
It’s a distillation of what we believe drives brand success for B2B marketers and communicators, and we hope it also showcases how we can help you with impactful messaging, compelling brand strategy and dynamic storytelling.
If you’d like to learn more about our comprehensive approach, contact Alex Gray on alex.gray@formativecontent.com
READ MORE
Creative.intelligence – how we see Formative’s future and what our rebrand means
Where creativity and technology meet: a designer’s view on artificial intelligence
About the author: Alex Martin is Creative Director at Formative Content, overseeing the entire visual output for our clients. Connect with him on LinkedIn here.
