The Agency You Love

Last winter, the leadership at our agency gathered for a long working lunch of introspection. For 15 years, we’ve been helping our clients build out their brands, teasing out and articulating the mission, vision, and values that differentiate them in their market. However, we were chagrined to realize… we had never taken the time to define those foundational pillars at our own company. 

That working lunch was just the beginning of a journey to tell our own story — a story we all sort of understood but had never formalized — that would carry over many months, with every team member at every level making deeply felt contributions in capturing the core of what makes us, us. However, a central tenet of our brand did emerge in that initial discussion. An ambition that came out organically, conversationally, and with pure earnestness: 

As soon as it was spoken, we all knew we had our Vision. This simple statement encapsulates the essence of why we have so many long-term clients, why staff turnover here is atypically rare for the industry, and why we all have so much fun. It’s short and sweet but has layered meanings and offers versatility as a brand element — customizable for clients, capabilities, and case studies.

From there, we explored what exactly we love about working with Agency 15 and the results of this reflection are summed up in our company Values:

While these Values are internal, they foster a culture, an aura, that our clients can feel, and feel good about. The positive vibes are grounded by our Mission statement, which underlines the ROI that comes with the pleasure of our partnership:

Put together, our Vision, Values, and Mission characterize Agency 15. But what does that character look like? How do they speak? What do they doodle in the margins? It became clear that our brand no longer aligned with our truth, and it was time to evolve. We’d done it before, when 15 Fingers the shop matured into FIFTEEN the agency. Now, that agency has self-actualized. We know who we are, we know who we are not, and we know where we’re going. Reinventing our brand was the natural next step.

Fun, right? It nails our energy, our creative perspective, our blend of informality and expertise that makes us so enjoyably effective for our clients. The new headshots and illustrations capture the personalities of our distinctive weirdos who happen to be really good at what they do. It’s been a blast to develop and roll out, and we’re all feeling more comfortable draped in a style authentic to who we are. 

Oh, and the orange couch remains front and center. We started as two guys and an orange couch, and we’ll always honor our hard-earned roots. We’re more appreciative than ever of our old girl, and all of the memories, people, and ideas who have impressed upon her cushions to shape who we are today.

So why now? This is not an ‘It’s about time,’ situation. It’s that ‘Now is the right time.’ 2024 marks the 15th anniversary of Agency 15, though the symmetry there is more coincidence than impetus. We’ve simply grown up. We’ve been through our (admittedly, often awkward) adolescence to achieve a harmonious balance of self-awareness, humility, and poise. This harmony could only bloom from experience, from finding the right recipe of people, and from the earned trust of our clients. Now, we step into our prime.

Enjoy our new website, and get in touch if you’re inspired to discuss how we can amplify authenticity and actualization in your own business.

Leveraging User Data

Better For Them, Better For Your Company

You’ve collected user data with respect, transparency, and promises of a mutually beneficial partnership. In today’s tech-driven world, you’ve struck gold — if you can put it to work for you. Here are some actions your business can take to create personalized experiences, enhance your products, and drive revenue growth.

Data reveals a lot about your customers’ preferences and habits. Utilize analytics to identify patterns, pain points and areas of improvement. This understanding will serve as a foundation for creating more personalized and relevant experiences.

Divide your user base into segments based on demographics, behaviors or preferences — and then tailor messaging, recommendations and communication to meet their specific needs.

Experiment with different variations of your product, website layout or marketing campaigns to gauge user responses. Measure the impact on key metrics and optimize accordingly.

Leverage user data to identify opportunities for cross-selling and upselling. Recommending products or services that complement what a user already enjoys can significantly boost revenue while adding value to the customer.

Track user interactions, analyze feedback and identify patterns to understand what features resonate the most with your audience. This information will guide your R&D efforts, ensuring you’re continually enhancing your products to match user expectations.

Identify bottlenecks and friction points in the user experience, then streamline processes to create a seamless journey. The more effortless the experience, the more likely the conversion.

By anticipating demand patterns, you can ensure that your products are available when users are most likely to make a purchase, reducing overstock and missed sales.

When you understand preferences and pain points, you can create content that resonates and ensure your marketing efforts are focused on what matters most to your customers.

User engagement, purchase history and behavior can help you predict churn and proactively address customer concerns, reducing customer attrition.

User data is not just about numbers; it represents real people with real needs. Treat their data with respect, and the rewards will be substantial for both your business and your customers. Happy data mining!

Secure The Deal

Consumer data has become an extremely valuable commodity for businesses – unlocking a web of possibilities for customer targeting, market research, product enhancement and so much more. However, consumers are becoming increasingly aware (and concerned) about the privacy and security risks associated with data collection – as they should be. What does this mean for businesses hoping to harvest consumer data? You must first work to earn their trust, and present them with a worthy trade-off.

HOW CAN YOU ESTABLISH TRUST WITH CONSUMERS?

BE TRANSPARENT

Transparency is the key to trust in any relationship – and that includes brand-to-consumer. Your consumers need a reason to want to share data with you. It’s important to be upfront about what data is needed, and why. Beyond explaining why it’s necessary, tell them how they will benefit from it, and what steps you’ve taken to ensure their personal data is protected. They’re more likely to authorize consent if you’re explicit and to-the-point, rather than if you bombard them with a request form full of legal jargon. In the case of privacy and security, asking permission is better than asking for forgiveness.

KNOW YOUR AUDIENCE

Who is your target audience? Where do they generally lie on the spectrum of privacy and security concern and consent hesitancy? It’s important to tailor your message appropriately. Too little explanation or lack of consent for an older audience might give off the impression that you’re taking advantage of their lack of digital literacy.

GIVE THEM CONTROL

People want leverage on how their data is being used. Building a consumer-mediated data exchange lets consumers manage their personal data and control how that information is used by your organization – giving them both authority and peace of mind. Prioritize consent from your consumers before collecting any data, and make information preferences and opt-ins/outs simple and straightforward.

DELIVER VALUE

Consumers are looking for a return that benefits them as much as, or if not, more, than it benefits you. Make sure you’re delivering on the value they demand. Is it convenience? Is it a more streamlined process? Is it access to free content or insights? Is it for a better, more personalized app experience? Is it to advance research for the greater good? Pinpoint the biggest value(s) you’re able to give consumers in exchange for their personal data, and tell them exactly what they’re getting out of the bargain. They’ll be more willing to share data with you when they know the full value they’ll receive from you.

KNOW WHEN TO (AND NOT TO) USE THE DATA

It’s important to find the right balance between value and privacy concerns. Don’t overstep by collecting more data from consumers than you need, which might break trust. Figure out exactly what data you require to drive value for your business and your consumers. This will also help streamline your marketing strategy. 

If you’re working with an agency, like FIFTEEN, we can help you to decipher which data is most pertinent to your marketing strategy while sorting through the logistical and legal complexities of capturing consumer data and making sure that it’s secure – giving you the confidence to support your principle. Then we’ll communicate integrity and transparency in your data collection process, and rationale, to your consumers from the get-go using approachable, comprehensive language that earns you their trust. Once you’ve collected the data, we’ll help you digest the information and find new ways to strengthen your products, services or efficiencies.

Social Dilemma

With so many new and emerging social media platforms, it can be difficult to know where your business fits in. Each platform has unique demographics, features and algorithms that are constantly changing (more on that here). Which platform(s) should you be on? Where will you have the most success? 

While there’s no magic eight ball to answer these questions, there are some considerations that will make choosing your platform(s) easier (and a lot less overwhelming). Whether you’re just getting started on social, or looking to expand your social presence, here are some crucial factors to consider:

YOUR AUDIENCE

Perhaps one of the most important factors in any marketing campaign, your audience will help you determine which social media platform(s) will offer you the most success. Who exactly is your audience? How old are they? Where do they live? What interests them? Are they educated? How do they use social media? These are all important questions to ask yourself before jumping onto the latest new platform. Our 2023 State of Social Report will help you discover which demographics are using which platform(s).

YOUR BUSINESS

What is your business? What types of products or services do you offer? Does your brand have a developed personality? All of these considerations will greatly influence your social platform selection. If your brand is very visual or creative, Instagram, TikTok, Pinterest or Lemon8 might appeal to your content and audience. If your business is service-oriented, Facebook may be a great place to generate leads. If you sell products with an array of instructional videos, YouTube might be the best host. Many businesses may lend themselves to multiple social channels, where they can connect with their audience in different ways or showcase different facets of their business. 

YOUR COMPETITORS

Who are your competitors, and where do they live in the social space? Do a little competitor research to find out what platforms they’re using, how they’re engaging with their audience and what type of content they’re sharing. Then, look at what’s working for them, and what’s not, before deciding where it makes most sense for your business to have a presence. You’ll want to exist on the platforms they’re most successful if you want to grow your audience through social users. 

YOUR GOALS & CONTENT

Why are you hopping on (or already on) social media in the first place? Once you’ve thought about your overall social media goals and strategy, then you can decide which platforms are best for helping you reach those goals. For example, if you’re looking to your social to help promote you as a thought leader in your industry, LinkedIn or Twitter might help you achieve that better than Instagram or Pinterest with trending topics and blog shares. If customer support is a priority for you, Facebook might be a great platform to start. If capturing attention through photos and video or connecting with lifestyle influencers for product promotion is a goal for you, Instagram might be your platform. If you’re looking to social for e-commerce capability or product/service ads, Instagram or Facebook can give you a boost. 

YOUR BANDWIDTH

Effectively managing a social media account (ie. engaging with your audience on a regular basis, utilizing your social platform to its advantage, responding to users, etc.) requires a significant amount of time and energy. It’s important that you consider your team and your resources before choosing the platform(s) your business exists on. That also includes equipment and capabilities. Do you have the time and resources to edit TikTok videos or fact-check Twitter re-shares?

By the way, if you’re looking for help navigating the social world, we’re here for you!

Social Skimmed

Facebook 

In the News: Facebook’s owner Meta has come under fire recently for a security breach resulting in a class-action settlement, and a major ad snafu over the weekend of April 22-23 has caused marketing experts to question the platform’s efficacy, accountability and customer service. In a step towards antitrust concerns, Meta recently (early June) announced their plan to introduce a new Accounts center that will inform users about the company’s data-sharing policy and allow customers to make “a largely free and informed decision” about whether they want to use Meta’s Instagram and Facebook in combination or separately.

Instagram

In the News: Head of Instagram, Adam Mosseri, announced Instagram’s goal for 2023 is to “bring people together over the things that they love.” The top platform for influencers, Instagram is continuously updating with new features that allow creators to connect with their community and vice versa, such as Gifts and Broadcast Channels. However, the platform’s algorithm has recently been found to connect and promote a vast pedophile network, of which Instagram’s owner, Meta, vows to take action to amend. Most recently, Instagram’s founders developed a new AI-driven text-based news app called Artifact, expected to launch in June, that could potentially rival Twitter.

YouTube

In the News: A 2023 first quarter Alphabet report cited that YouTube saw ad revenue fall 2.6% year over year. The primarily mobile-used app was forced to make some changes to compete with new platforms like TikTok and others featuring short form video: cue YouTube Shorts. Only time will tell, but YouTube hopes that Shorts will boost growth, as well as their partnership with Shopify, enabling YouTubers and merchants to feature products on their channels.

TikTok

In the News: Beyond the noise of viral TikTok dances and videos, several countries are trying to ban TikTok with concerns that it may endanger sensitive user data due to its Chinese-owned parent company, ByteDance. Some also fear that China could use the app to spread misinformation or propaganda. In March, TikTok’s CEO defended the app to Congress, saying the company isn’t an agent of China or any other country. However, a court filing in early June by a former ByteDance employee outlined specific claims that the Chinese Communist Party accessed TikTok user data for political purposes. More than two dozen states and the federal government have already banned TikTok on government devices. Lawmakers and President Biden are fighting for tougher restrictions or an outright ban of the app. Montana was the first state to ban the app on personal devices, over which TikTok and TikTok creators filed a lawsuit, alleging that the ban violates the US Constitution and their First Amendment rights.

Twitter

In the News: Making all of the headlines, memes and political talk, The Elon Musk Twitter Era, beginning late October 2022, has sparked plenty of conversation and controversy, specifically around the definition of free speech. Since the takeover, Vox says the app is “more frequently broken, more random and more unhinged.” Musk has put a price tag on verified accounts, and incentivized users to subscribe to the $8/month blue check mark fee by prioritizing verified tweets. The verified accounts and new profile labels have posed a never-ending saga of drama. Many celebrities have gotten their check marks back regardless of whether they’ve subscribed for them or not. And other companies, including NPR, have left due to “misleading labels.” 

Twitter, Inc. has been renamed to X Corp, in reference to Musk’s goal to create an “everything app” called X. His rollout of encrypted direct messaging early May 2023 was just the beginning. 

LinkedIn

In the News: As of April 2023, LinkedIn has a verification process (don’t worry, it’s free – for now) where users can verify their identity, work email addresses and workplaces on their profile. Other new value-centric features, including their values-based filter and “I’m Interested” button, connect job seekers with companies sharing their values. LinkedIn has made their commitment to improving equal access to opportunities with initiatives such as their partnership with Dove to help end race-based hair discrimination in the workplace.

Pinterest

In the News: After a difficult 2022, Pinterest’s shares are enjoying a rebound so far in 2023. Experts attribute user growth to the platform’s recent algorithm changes that serve more personalized and relevant content. Experts also note that Pinterest’s powerful first-party data will also help marketers thrive in a cookie-less age. Pinterest is also shifting its focus to video content during 2023, streamlining its tools for all Pin formats into one creation flow. In addition, Pinterest is rolling out new editing features, measurement tools, safety features and other engagement tools.

Snapchat

In the News: Snapchat has seen review stars plummet since launching the unpopular “My AI” feature mid-April 2023, an AI chatbot powered by OpenAI’s GPT technology.

BeREAL

In the News: BeReal won iPhone’s 2022 App of the Year for “giving people an authentic glimpse into their friend’s and family’s everyday lives.” However, the app seems to be freefalling as quickly as it took off, dropping from 20 million users to 6 million users within a 6-month span. The monotony of real, everyday life isn’t interesting enough for people used to the highlight reels they see on other platforms. 

Lemon8

In the News: Since hitting app stores in the U.S. and UK in February 2023, Lemon8 is the fastest-growing social media platform. Owned by the same parent company as TikTok (ByteDance), Instagram-TikTok-Pinterest hybrid app brings many of the same concerns surrounding privacy and national security.

FIFTEEN’s Guide for Underrepresented Entrepreneurs

In addition to Project FIFTEEN, there are many other programs that help Buffalo-based women and BIPOC-owned businesses – whether they’re still in the napkin stage or already established – find resources to help scale and grow.

The process can be overwhelming, which is why we’ve assembled a list of local organizations that specialize in providing guidance and support to local entrepreneurs from historically disadvantaged groups. 

We hope this guide is useful and shared; and if you have suggestions for more entries, please let us know!

Download Guide

Creatively Serving Our Community

Our love for our Western New York community runs deep. Many of us were born and raised here – and don’t plan on leaving the place we love to call home – while the rest of us, welcomed with open arms, settled in as proud WNY locals. Native or not, our hearts belong to the City of Good Neighbors, and we love that we get to make an impact with our work right here, right now. 

Giving back to our community through pro bono work has always been a central pillar of our values, and we’re very intentional about the people and efforts we choose to support. In an effort to democratize the process for how we select these partnerships, our internal DE+I Committee created The FIFTEEN Project – empowering our entire team to choose the organizations that most align with our passions, abilities, and potential for impact. Our focus is on those who have been historically underrepresented as marketing and advertising agency clients. 

We’re extending The FIFTEEN Project application to everyone who meets our eligibility criteria, while also giving all members of team FIFTEEN a say in which nonprofits and Minority and/or Women-Owned Businesses (MWOB) we support. We’ll be donating a total of 400 hours to pro bono clients (donation to be renewed annually). Our services include branding, website design and development, video production and photography, social media, public relations, content marketing, event activation and more.

Where To Apply

If you’re a certified Minority and/or Women-Owned Business (MWOB) OR 501c3 in WNY, visit agency15.com/de-i to apply!

We’re extremely grateful for the opportunity to serve, uplift and work alongside so many amazing local businesses, organizations and causes with our passions and talents. Empowering marginalized or more vulnerable business owners, teams and organizations in our community is something that is very important to us, and we hope to make their voices and initiatives heard through our charitable work. We hope you’ll help us out with nominations!

Everyday AI

A LOOK AT THE AI YOU USE ON THE REGULAR

All this talk of AI… you might feel removed from the conversation, yet there’s so much of it that you use unknowingly on a regular, even daily basis. AI is everywhere, from your Instagram feed to your next binge show selection, to your day to day work processes. And it’s only going to become more prevalent in our jobs, our play and our routines. Knowing the everyday AI that you already use might help you better understand how AI is working its way into so many aspects of our lives, and how it’s going to grow in the future.

  • SOCIAL MEDIA
    AI is working behind the scenes of your favorite social platforms to customize your feeds (and ads) based on your interests and preferences, to spot and remove fake news or offensive content, and to gather data to improve user experience.
  • EMAIL
    Email systems’ AI technology is filtering and sorting your emails (such as spam, promotional or non-urgent content). And the suggested replies? That’s AI!
  • DIGITAL ASSISTANTS
    Siri, Alexa, Cortana, Google Assistant… these know-it-alls are AI-powered to decode queries and deliver answers in a natural, conversational manner.
  • STREAMING SERVICES
    Netflix, Hulu, Spotify, YouTube… the streaming services you use daily are always suggesting new shows, movies and music that sync so perfectly with your taste with the help of AI, which makes its best judgment based on your preferences.
  • NAVIGATION
    The navigation tools we’ve come to rely on for all of our travels – apps like Google Maps and Waze – use AI to enrich digital maps with real-time road features and determine the best possible routes to your destination, helping you get from A to B without traffic or road work concerns.
  • WRITING TOOLS
    Tools like Grammarly and Wordtune use advanced AI to check and correct spelling, punctuation, style and other writing mistakes – even plagiarism. Apple’s iOS software, Google’s Gboard keyboard and Samsung have predictive text functions that base suggestions on past conversations, browser searches and other sources to aid your writing.
  • WORKFLOW AUTOMATION
    AI algorithms are driving many of today’s work and business processes, such as appointment scheduling, data migration, expense and budget management, loan approvals, supply chain automation and manufacturing automation.

This just scratches the surface of AI, and its increasing ubiquity. It’s hard for us to wrap our heads around the fact that it’s still only in its beginning stage – there is plenty more potential for AI to transform our society and the world. And now, you can spot it just a little easier!

Curious how AI is affecting advertising? Click here to find out!

Will Robots Replace Us?

(Spoiler: Not quite yet!)

GENERATIVE AI & ADVERTISING

You’ve probably played around with, or at least seen, generative artificial intelligence software like DALL-E, Midjourney, or Stable Diffusion. The technology essentially takes human prompts and then scours the internet for images and references, combining multiple sources to rapidly generate complex imagery. They’re a blast to use, cranking out visuals to match any random input, often surprising us with their specificity, artistry and beauty. It can feel like magic.

For artists and creators, these new tools create possibilities for artistic expressions that previously would’ve taken teams of people, many days and a lot of money to produce. Writer and filmmaker Travis Carlson has been utilizing Midjourney to bring his fan fiction epic to life. Released weekly, Buffalo Bill’s Mafia: An Episodic Mythical Adventure incorporates storylines from the most recent NFL game, which requires quick turnarounds. “I tried to hire an artist to produce even one image a week,” says Carlson. “With A.I. I’m producing more images in a single night than a master romanticism artist could paint in their lifetime.” What does take time is the learning curve required to effectively describe the results you are imagining in the language that the software understands. “It feels like search engine poetry,” quips Carlson.

Photographer and Art Director James Bogue echoes this poetic sentiment. “It takes an astute observer of the world to be able to articulate cultural history and the zeitgeist of our collective present that makes for potentially powerful images.” Bogue works with Midjourney to create fantastical portrait, product and fashion distortions that at first glance may appear to be photographs — yet he views a partition between the mediums. “I see the results as comps, placeholders of ideas. For me, the final execution is still the personal process of Photography or 3D rendering.”

Bogue recognizes this may be a philosophical hang-up as generative AI forces us to widen and redefine what Digital Arts means. “AI is now a force of nature, human nature. And it is in our nature to ask questions, create new tools, and hold that mirror to the world to ask more questions.”

On the “sunnier” side is FIFTEEN senior art director Tim Martin’s alter ego on Instagram, @damned_devito — a feed of strictly DALL-E generated images of Danny Devito. While nailing the art of comedy, Martin does “not consider these to be art in the traditional sense.”

Martin is also not ready to crown DALL-E an artist. “It doesn’t feel right to me to grant a piece of software the status of artist. So by default, if what is being made is art, then I would consider myself the artist.”

Carlson somewhat agrees. “Does a microwave require a human? Yes. Can I take credit for heated up entrees? I guess.”

All three creators liken generative AI to an evolution of the tools in a designer’s tool belt. “AI-generated art is a conversation between human and machine,” says Bogue. “It still takes the mind of a skilled user to bend the technology to their will,” adds Martin. “It’s not a replacement for humans or artists,” muses Carlson. “But an impossibly efficient enhancement to the workflow.”

What remains to be seen is how this new tool will affect the world of advertising. First of all, can AI-generated images even be sold, or used in ads? At the moment, the answer is yes. Per their terms, DALL-E users do have the right to use images for commercial purposes. Even though the software scrapes from copyrighted images, the output falls under the “fair use” doctrine.

Changes may be coming, however. Artists seeing elements of their original work show up in AI art are calling foul and pushing for new legal protections. Numerous stock image hosting sites, including Getty Images (whose watermark often shows up on AI creations), have proactively banned the upload and sales of such to their platform over future copyright concerns. Shutterstock is creating its own AI generator that will pay the people whose images are being utilized.

Legalities aside, does AI art pass the eye test? You be the judge. We fed DALL-E a prompt for a classic advertising execution: ”Magazine advertisement featuring a photo of an attractive shirtless man drinking a bottle of coca-cola on the beach.” Here are the results:

Each has… issues that surely wouldn’t get past a Creative Director, much less a client. Not least of which is the lack of the actual logo, which none of the generators are allowed to use. “Details matter to a brand,” says FIFTEEN Creative Director Rachel Spence. “Sure you could take these as a starting point, bring it into photoshop and correct all the errors. But with the time that would take, you’re better off starting with an image you have complete control over.”

So we have not quite arrived at the “make a sneaker commercial” button. Still, there are ways ad agencies can work alongside the tools. “The prospect of using it in storyboarding, concepting or to plan a photoshoot is very exciting to me,” says Martin. Spence agrees. “Less asking the client to use their imagination. We can show them where we’re trying to go visually without having to spend the hours to blow it out ourselves.”

Investment in AI technology is among the highest in Silicon Valley, and level ups come quick. Future states may see brands using the underlying technology to build their own brand-based AI, or even AI video generation. For now, however, successful advertising still requires a team of talented (human) artists and strategists utilizing the latest technology to combine inputs from many sources to generate results.

Same as it ever was.

Harmonia Collaborative Care: Rebranding A Health & Human Services Nonprofit

The decision for an organization to rebrand is never an easy one, so when Community Concern of WNY came to FIFTEEN with a desire for a new look and feel, we took their needs and expectations seriously. After all, we were entrusted with giving a 50-year-old health and human services nonprofit an entirely new identity.

We first started by extensively interviewing the client, stakeholders and publics Community Concern served, in order to get a 360-degree perspective about what the current brand meant to them. What were its strengths? What were some challenges? Would everyone embrace a rebrand, or was there a lot of equity in the current one?

Our takeaway was that while Community Concern fulfilled a definitive need and did it to high standards, the name itself was, well…a concern. Not only did “Community Concern” conjure negative connotations such as worry or anxiety, but it failed to effectively communicate the services the organization provided. The name was holding them back from defining themselves as a human services agency.

Along with a new name, we needed to create a new logo and tagline, and redesign Community Concern’s outdated website. We also needed to let the public know about the rebrand.

Over the next several months we researched, designed and presented options for the client, who ultimately chose Harmonia, which is derived from the ancient Greek goddess of harmony and unity. With Harmonia Collaborative Care’s vision of empowering individuals to be healthy and fulfilled, we thought (and they agreed) the name fit them well, as did the “Life. With Balance” tagline. We wanted the new brand to reflect what the agency is today, as well as what it wants to become in the future.

The logo itself uses a tailored version of geometric san-serif font and a symbol inspired by the Decanomial Square, which represents upward growth. It shows how different pieces work together to form the whole, which we interpreted as a reflection of the organization’s holistic approach to its clients.

The redesigned website’s new address at www.harmonia-care.org incorporates updated information about Harmonia’s mission, programs and services, complete with new photography (including staff headshots), biographies, board information and community resources, all with a modern, more intuitive design.

Other components of the rebranding included new staff email addresses, and tangibles like business cards and letterhead (both hardcopy and electronic). We also constructed a brand guidelines document for Harmonia to use going forward. It outlines the font, colors and spacing of the new logo, and even provides examples of proper and improper usage, to ensure Harmonia’s branding is consistent among all verticals.

To round out our work on Harmonia’s rebrand, we incorporated a PR component, which included a news release outlining the rebrand and new website. Distribution coincided with the day Google recognized the new url, and working with Harmonia’s input, we cultivated a targeted media list of local and specialty media to receive the announcement. We also advised Harmonia leadership on communicating the news of the rebrand to its staff, board and clients, in order to ensure consistent messaging across its various marketing channels.

By all accounts, Harmonia’s rebranding was a success. The client is thrilled with its new identity, especially the thought and meaning we put into the name and logo. Through a carefully planned executed mar-com campaign, our various departments were able to work in tandem, thus ensuring a smooth rollout and positive response from Harmonia’s target audiences.

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