twentysix London rebrand
Apr 2006
Twentysix London is the rebranded identity for the collective of agencies previously known as Incepta Online (IOL). Due to legal and strategic reasons the old offering as separate companies of JKD, Citigate Marchcom, DMD and IOL Group were required to become one with a unified offering and process. Following this business decision the rebrand followed and the process of name selection and rebanding began.
Considering the inevitable bureaucracy involved when so much change is instigated at business-level, the end result was quite successful in unifying the previously separate agencies, creating a single process, and working both on, and off-line as a new new-media brand.
I was involved in the initial strategy and staged development of both the name and the logotype, as well as contributing at every level to the development of internally branded collateral.
Along with the usual range of corporate collateral required, the project also included the decoration of meeting rooms and the creation of promotional stationary that would give the agency a consistent, creative and professional look. The concept was based around the strapline ‘recycle materials, not ideas’, and we sourced sustainable recycled material used recycled in all notepads, pens etc.
We even produced branded mugs that were distributed throughout the building and meeting rooms.
The launch of the twentysix brand was accompanied with a detailed brand guidelines book and I took a significant role in the briefing sessions held with staff to ensure correct execution of the brand on all out-going documentation.
We even produced branded mugs that were distributed for use throughout the building and in meeting rooms.
We supported the brand launch with a successful advertising campaign based around the agency’s full-service offering, making a tongue-in-cheek reference to escort postcards left in phone boxes throughout central London. The image was taken on a mobile phone camera which allowed the poor lighting low-resolution effect adding a level of grime and graininess that complimented the concept theme.
The twentysix rebrand gave me experience of the political process involved in a project involving many stakeholders, as well as the opportunity to launch a multi-channel brand.
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