Assembled Media, a media planning and buying agency wished to reposition themselves in order to better engage with their target client base – broadly defined as ‘challenger brands’.

Challenger brands are characterised by their propensity to take risks, to (literally) challenge the status quo and, importantly, to surround themselves with other like-minded brands.

The requirement, therefore, was to create an entirely new brand identity for Assembled Media, one that is more dynamic and vibrant and significantly ‘edgier’ than it had been before.

Next Brand’s approach was to create a brand instilled with dynamism, both figuratively and literally. The logo itself is allowed to morph into different subsets and conceptual variations. Many of the other brand elements and icons are animated, and the colour pallet is both vibrant in hue and constantly changing.

Somewhat paradoxically, however, since Assembled Media are, by nature, a business steeped in analytics and data, we also had to balance this exuberance by ensuring that their presentation content is delivered in a clear, professional and coherent style.

That said, important does not have to mean boring. A great deal of attention was paid to presentation formats. We created dozens of presentation templates to ensure that the brand is easy to use and that data and critical content is presented in a tight, professional but still dynamic manner.

Whilst still early days, anecdotally, Assembled Media have had some significant new account wins and recruited some leading lights in the industry. Both of these we see as outcomes of a strong and well-positioned brand.

We expect that the brand will support their growth well into the future.