Agencies build brands for a living but are notoriously bad at their own. Most agency brands are either a person's name, an abstract word, or a vague aspiration. What happens when an agency gets serious about its own brand identity, and what does it change? Talent attraction, client perception, the work itself. Your rebrand is a live case study. WHITE64 has been rebranded to Worst Kept Secret. Artists & Robots named themselves as a manifesto, Guesthouse built a name around a relationship philosophy.
Speakers
Key Takeaways
- The name is rarely the real problem. It's a symptom of an agency that's never had to define itself the way it defines its clients. A universal diagnostic the audience can apply to any agency in a search process, not just yours.
- A real rebrand should encode the business model, not just refresh the aesthetic. A concrete test the audience can apply in any pitch or search: does the name and identity tell you how they work, or just that they hired a good designer?
- A brand identity people believe in is a talent strategy before it's a marketing strategy. Getting serious about who you are and what you stand for changes how you show up in recruiting conversations, not just pitches.
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