A legacy reimagined.
Challenge
&Barr needed a refreshed identity and brand culture system that could honor its legacy while making the agency feel more relevant, human, and distinctive in a changing market.
&Barr needed a refreshed identity and brand culture system that could honor its legacy while making the agency feel more relevant, human, and distinctive in a changing market.
Role
Creative Direction, Brand Development, Identity Design, Culture Strategy
Creative Direction, Brand Development, Identity Design, Culture Strategy
Approach
Reframed the agency around the idea that strong brands behave more like culture than communications alone. Built a more people-centered identity system across brand assets, digital touchpoints, internal storytelling, and culture-led initiatives like GOODNE55.
Reframed the agency around the idea that strong brands behave more like culture than communications alone. Built a more people-centered identity system across brand assets, digital touchpoints, internal storytelling, and culture-led initiatives like GOODNE55.
Outcome
Created a more intentional and modern brand expression that better connected the agency’s identity, culture, and external presence.
Created a more intentional and modern brand expression that better connected the agency’s identity, culture, and external presence.
Brand Identity and Culture book. Download complete book.
Employee blogs allow visitors to learn more about each team member. Employee name becomes apart of the &Barr identity and URL.
It's all about the people.
Building a brand is hard work and needs constant attention, but for a brand to be relevant it should behave more like a culture. A culture that manifests a spirit of harmony and credibility. A true representation of an ethos gains the attention of those that are most important to thrive.
At &Barr, I was fortunate to work with a band of talent that not only understood the value of great work, but the crucial role that a strong culture plays at an agency.
The video below is a peek into the hearts and minds of Brandy Gill (Guitar), Mark Sunderland (Vocals and guitar) Mark Robertson (Drums) Giles Partington (Bass) and Charles Caldwell (Bear). Just a few of the folks that continue to shape the brand and culture of &Barr.
GOODNE55
Cards that point participants to the GOODNE55 Facebook page to share their story.
GOODNE55 was born from the hearts of an agency commemorating its 55th anniversary. Already a huge supporter of the community, Fry Hammond Barr (now &Barr) wanted to give back in a different way for the holiday season. Doing so, lead to a twist on "the gift of giving." A simple approach that kicked off the project; Get 5, Give 5 for Goodness Sake. First, the agency deployed employees, in pairs, into the community. Then, employees handed out two 5 dollar bills to strangers explaining that the first bill was for them to keep and encouraging them to give the second bill to a friend, loved one or total stranger. Finally, recipients were also given a GOODNE55 card that pointed them to Facebook where they were encouraged to share their story and read the stories of others.
Two GOODNE55 tee shirt designs to be worn in pairs.
Let's reframe your story.
