Global events agency Broadsword has announced a new brand identity designed to better reflect the way they are today.
The rebranding includes an impressive colour palette, a refreshed logo, an improved website and new show reels, followed by a period of significant growth, including international expansion to Hong Kong, B Corp accreditation and EVCOM’s Agency of the Year 2024.
The mission of giving the right to speak and strengthening the right to listen, to create positive change events and experiences, remains unchanged, and the new identity captures the evolution of the broadsword from event production partners to strategic creative event agencies.
Broadsword Strategy Director Matt Green led the rebranding process from a series of questions to key stakeholders.
The insights gathered from clients, suppliers and teams helped shape the value of a refreshed brand: encapsulated in a new brand manifesto, authentic, brave, committed, and now bold: B. The Edge.
Green said: “Authenticity, courage and commitment enable the edge of B., which is how we move forward as an organization.
Broadsword’s creative lead, Aisha Kareem has brought personality to every touchpoint, from playful fonts and electric colors to warm voice tones, bringing new brand identity.
Kareem, for example, explored conversation ideas as a core part of how agents work through color selection. She combined the opposites of the color wheel to reflect the team’s energy.
Kareem said: “This is a fresh, exciting, new beginning for us as it finally feels like we are. We created a special brand that is cohesive and confident in. It gave us a clearer position, stronger voice and a bold presence in the industry.
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