ANDERSON Advertising
Brand Refresh
Day in and day out, ANDERSON helps successful brands evolve to stay relevant and resonate with their consumers. We do this by analyzing market trends, consumer behavior, communication strategies, and staying attuned to cultural shifts. And in 2023, we knew it was time to do that same thing for ourselves. In ANDERSON’s 18th year of business, we embarked on a comprehensive brand refresh that would reflect the agency’s growth and success in our ever-evolving industry. This meant challenging norms, digging deep into best and next practices, and crafting a refreshed brand identity that captured our commitment to innovation, adaptability, and dedication to client success.
What We Did
STRATEGY
ACCOUNT PLANNING
DIGITAL
CREATIVE
SOLUTION
This transformation would align our established agency presence with the methods and approaches that define us: We empower visionary organizations with innovative ideas backed by bold action and a passion for driving success at every level. The ANDERSON brand refresh encompassed multiple elements.
REFINED BRAND GUIDELINES
First and foremost, we put tremendous thought into how to evolve and expand our current brand guidelines. We needed to nail this down and extend it universally not only for our internal and external partners but also to ensure cohesive and effective brand communication. It was a comprehensive overhaul:
• ICONOGRAPHY
Updated with a stylized approach to help communicate our services in a more visually engaging way.
• COLOR PALETTE
Simplified to two primary and three tertiary colors that allow contrast without overpowering content.
• TYPOGRAPHY
Refined to complement one another and allow a variety of flexible use cases across the brand.
• PHOTOGRAPHY
Full-color lifestyle photography shows off our work environment and culture. The subject matter is candid and never directly facing the camera.
• MOTION GRAPHICS/VIDEO
Thoughtful integration engages viewers and adds an element of surprise and delight throughout the site.
• VOICE AND TONE
Updated voice is clever, engaging, and personable with a conversational tone that invites people in.
REIMAGINED AGENCY WEBSITE
The monumental overhaul of the website included concepting, site mapping, wireframing, content development, creative development, build, optimization, SEO, a video highlight reel, and more. It addressed optimization and user experience well before creative work began and incorporated structural enhancements, a consistent voice and tone, the integration of updated brand identity, and new page layouts, including a purposeful photoshoot to capture agency culture, collectively aimed at elevating viewer engagement. Finally, we produced a high-energy agency video reel that was featured prominently on the site. This ambitious project showcased the agency’s multifaceted expertise while creating a unified brand experience.
STRATEGIC NEW BUSINESS MAILERS
Once the revamped site went live, we strategically developed a series of new business mailers, finely tuned to target potential clients in the agency’s specialized industries Healthcare, Entertainment & Hospitality, and Finance. Our design and copywriting teams worked to seamlessly blend captivating design with targeted messaging to leave a lasting impression with our mailers. The creative choices made, including soft-touch heavyweight paper, strategic spot UV coating, and a diverse showcase of work, underscored our commitment to showcasing the attention to detail we bring to our clients. Each mailer reflected the thoughtfulness inherent in our approach—no two clients, regardless of industry, are alike, and our creative output mirrors the level of detail invested in each.
OVERHAULED NEWSLETTER/EMAIL COMMUNICATIONS
Last but not least, we extended the refreshed ANDERSON brand to our ongoing monthly newsletter and emails. Like every other touchpoint with our clients and followers, these pieces of communication needed to champion the new identity, messaging, and values while maintaining consistency and reinforcing ANDERSON’s brand recognition.
Results
RESULTS FOR FACEBOOK, INSTAGRAM + LINKEDIN JANUARY–JUNE 2023
3,435
TOTAL AUDIENCE (+3% PERIOD OVER PERIOD)
39,160
TOTAL IMPRESSIONS (+6% PERIOD OVER PERIOD)
3,879
TOTAL ENGAGEMENTS (+35% PERIOD OVER PERIOD)
9.9%
TOTAL ENGAGEMENT RATE (+28% PERIOD OVER PERIOD)
