New Republique Brand Identity
As the founding Creative Director at New Republique, it was my task to brand our agency. New Republique is a strategic & creative agency that concentrates on helping people make choices rather than creating new ones for them.
For the past decade agencies have been telling brands that the world has changed; that marketing communications as we know them are crumbling under the impact new technology has had on consumers.
But the issue has never been consumers, technology or brands. The real issue was that while agencies were busy telling everyone else to get their own house in order, they were slow to change the underpinnings of their own businesses.
As a result, the overwhelming majority of traditional agencies were built to help sell products using traditional media – and they brought in digital as matching luggage. On the other hand digital agencies have just focused on interaction and have demonstrated little knowledge of using traditional brand and strategic planning to sell products.
This created an opportunity to build a new kind of agency. One that taps into the organic relationship between consumer, idea and technology. One that creates ideas that sell in a digital age. We would best describe ourselves as a transactional agency. We are for the client who wants to sell products.
We recognise that agencies were originally established to help brands sell products, but in the digitally enabled world, the process of selling has become far more complex.
Our model focuses on building customer relationships digitally, whilst maintaining traditional paths to purchase. In doing this, we create an ecosystem of communications that amplifies each channel and builds greater proximity between consumer, idea and brand.