Back in January 2017, we decided it was time for a brand refresh. We had dabbled and tweaked a bit in 2015, with the intention of ‘finishing as we go’, but in the very same way as the builder never finishes their own house, predictably, it never happened. Typically, time, resource and client priorities always retained the focus and as such we (and when I say ‘we’ I mean me and the creative guys!) were never content.
And as we expanded, grew our clients and enhanced our 'channel-first' reputation, we realised that we were, in fact, leaving our own identity behind. The proposition we were discussing with clients and prospects was not being accurately represented in our public-facing brand, so mid-way through 2018 we shoe-horned in a load of extra hours and knuckled down.
The channel really doesn’t need to be second best when it comes to creativity, and at the same time we respect and advocate the channel’s need for no-nonsense, get-it-done action. We place a lot of emphasis on combining fashion with function and we wanted this to be boldly demonstrated throughout our brand refresh. So, we started reviewing everything - our existing brand, our identity, our past, who we are and what we do. We looked at every part of the channel, and our place in/alongside it. Where does it start and where does it finish… and how and where do we fit in? What do we think, and importantly, what do others think of us?
We wanted to position Purechannels in a way that built upon our history and strong reputation, providing a more current, more relevant and more accurate representation of what our clients and prospects can expect from us.
The principle behind this refresh was to develop a new visual identity, signifying continuity, excellence, innovation, creativity and expertise. By stabilising and trademarking the word ‘Purechannels’, defining our position as ‘The Channel Agency’ and creating an original icon, we’ve set out our stall. This is who we are, and this is what we do.
This is as much about where we’ve come from as it is about where we’re going. We’re very proud of our heritage, our people (past and present) and what we’ve achieved over the last 13 years. We’re also excited by the prospect of what lies ahead, looking forward, building on previous success and carving out our route to continued excellence in the channel.