Westbrook Inc, the entertainment and multimedia company founded by Will Smith and Jada Pinkett Smith in 2019, faced the challenge of employees struggling to envision the company’s future and recognize its true potential, despite its industry success.
Six Cinquième took on the task of working from the inside out to understand Westbrook’s culture, aspirations, and vision. The goal was to create a brand that truly reflected the people behind the company. Through their co-creative workshops and close collaboration with the Westbrook team, they discovered Westbrook’s identity as a group of friendly rebels, connecting people globally through shared stories, and empowering diverse perspectives. This discovery influenced the refinement of the logo, a refreshed brand design, and a reworked company description. The outcome transformed Westbrook from a brand lacking color and personality to one that reflects a diverse spectrum of ideas.
Beyond a fresh new look, Six Cinquième provided Westbrook with a strong strategic foundation for building an authentic and impactful company. The process brought clarity for business restructuring and ideation of new ventures to ensure the brand’s longevity and mission success. Westbrook now possesses the tools and best practices to live up to their new purpose-driven brand, fostering pride and engagement both internally and externally.
In the end, Six Cinquieme transformed Westbrook from a brand lacking color and personality into one that reflects the diverse spectrum of ideas behind it. Beyond a fresh new look, they provided Westbrook with a strong strategic foundation to build an authentic and impactful company.
Their process brought clarity, enabling business restructuring and ideation of new ventures to secure the brand’s longevity and mission success. Westbrook now possesses the tools and best practices to live up to their new purpose-driven brand, fostering pride and engagement for both the internal team and external stakeholders.
- Agency/Creative: Six Cinquième
- Article Title: Westbrook Inc’s Branding Transformation , Unleashing the Power of Shared Stories and Diverse Perspectives
- Organisation/Entity: Agency
- Project Type: Digital
- Project Status: Published
- Agency/Creative Country: Canada
- Agency/Creative City: Montreal
- Market Region: Global
- Project Deliverables: Brand Architecture, Brand Design, Brand Guidelines, Brand Identity, Brand Strategy, Brand Tone of Voice, Copywriting
- Industry: Entertainment
- Keywords: will smith jada pinkett bel air six cinquieme
CREATIVE DIRECTOR: Ashley Phillips
BRAND STRATEGIST: Miro LaFlaga
BRAND STRATEGIST: Ramatoulaye Sow
COPYWRITER: Christelle Saint-Julien
COPYWRITER: Ashley Phillips
DESIGNER: Rachel Zhang
CREATIVE STRATEGIST: Nkosi Phanord
DESIGNER: Joshwa Wright
LOGO DESIGN: Ashley Phillips