The Writers’ Group wanted to expand beyond words to deliver specialty video, design and content marketing to their clients. Their focus shifted towards business for purpose, not just profit – and we needed to reflect these values.
We undertook a goalpost alignment with the directors before looking at the wider category in which the brand would live. We explored the reasons behind the directors’ previous brand decisions to target the exact space where the new brand should be positioned.
The new brand introduced itself to everyone involved as we moved through the process. The result was Thread Publishing – a fully aligned new brand with clear direction and personality, driven by passion. The result inspired hugs all around and tears from our clients.
We then continued to design the brand world that would drive the company forward and enable Thread Publishing to deliver its promise of connecting the world one story at a time.