Funny enough, it's quite unusual to see creative and branding agencies working on their own brands. It happens – but not as much as one would hope to see. And yet good agency rebrands, when done right, can be a good indicator of the level of expertise of the agency itself. If you don't care for your own, how are clients expected to believe that you're going to care for them?
The SGK brand was born in 2013 as a master brand, and the team has since then worked to reflect the agency's core philosophy of a family-owned graphics company. This year, SGK rebranded with a new identity – aiming to make the agency's looks not only futureproof, but also "the start of a new evolution."
Today we are getting Behind the Idea to learn more about SGK's story and what led to the new brand.
How was your brand born and what does it do?
The SGK brand was born in 2013 as a master brand under which our multiple sub-brands sat. It reflected both our history as a family-owned graphics company led by an ambitious entrepreneur and it began to create a pathway to a future as ambitious as our founder envisioned back in 1953.
Our rebrand consolidates the work made over the last few years to break down silos and release an extraordinary amount of creativity throughout the business.
From idea to implementation, we deliver packaging solutions and brand experiences that give brands the freedom to speak louder, scale faster and grow stronger.
What is one unique aspect of your brand?
We have one unifying and unique philosophy that sets us apart. Simplify, Amplify.
Delphine Dauge, agency director
Can you describe your brand’s personality in one sentence?
We are fearless, nimble, collaborative and we are ingenious.
What was the biggest challenge for the growth of your brand?
The ability to build a super brand, to answer to global needs on a large scale to a wide diversity of clients. Through global collaboration we have capitalised on the expertise of our keenly bright individuals from many cultures to deploy one unified brand.
Which was the first huge success that you can remember?
Our international launch across social media revealed our new ambition; pioneering our first success under our new brand territory. It has been an ambitious journey – but the pride and fearlessness of our team has outshadowed the global challenge.
What’s the biggest opportunity for you and your brand in the next year?
There’s an opportunity to elevate our brand with clients, to start a conversation with other purchasing and marketing teams.
Whose work is behind the creative strategy for your rebrand?
The work of our rebrand has been done in-house and built especially for this project. We have collaborated with our talented individuals across New York, London, Paris, Amsterdam, Singapore, Sydney and Portland.
What should brands look for in a creative agency?
As a creative agency, we pride ourselves in the strengths of our creativity in order to lead a strategic transformation. We believe in the power of simplifying brands to amplify impact.
What is one tip you would give to other brands looking to grow?
The main objective for brands is to simplify. Against the backdrop of the digital transformation and endless choice - brands need to cut through the noise. We strongly believe that creativity and technology are key to underpinning this drive towards simplification.
What’s your one big hope for the future of branding?
Simplified branding. It is the key to create value and growth. By creating a clean and consistent brand we all can ensure that we are more than future-proof – we're the start of an evolution.
