News / acumen

When To Rebrand?


Like everything else, brands age. The brand that was right when you started out may no longer align to the organisation you’ve become. Businesses evolve, grow, diversity and refocus. Markets change as well as customer expectations. The people you are selling to today may be very different from those of a few years ago, and the brand needs to keep up. Is your message and visual identity still relevant to where you are today? For many companies, it‘s not. How about yours?

Download – When is the right time to rebrand?

O&G use inspired, results-driven marketing ideas to help companies communicate creatively, memorably, persuasively and profitably. It’s a philosophy 40 years in the making, trusted by long-standing clients. The agency acquired VGROUP in 2018, so no pressure then when it came to help them stand-out in a fiercely competitive sector!


Working closely with the directors, we defined their values and key messaging and brought their results-driven approach to the fore with a core insight: we create to convert.



This developed into a creative, flexible typographic messaging platform – we create campaigns, brands and websites, to – we convert perceptions, awareness and sales. Their name was shortened from ‘Oliver & Graimes’ to ‘O&G’ and an elegant, hand-crafted logotype designed to accompany an exciting colour palette.



Working closely with their creative studio, we styled a range of communications from stationery and forms, to proposals and website The agency is now set to build on ambitious expansion plans using a focused strategic brand matrix, and a contemporary visual identity toolkit. Cheers O&G!

Our bold and confident logo design followed a naming and strategic brand positioning exercise defining Azneo’s guiding principles and beliefs. We worked with the Azneo team from Asia, developed brand language guidelines and a visual identity guide including fonts and colour palette. Their fresh, new visual style manifested in a new e-commerce website –

Azneo get it. People want to shop ethically produced, hand made products from around the world. They’ve got big dreams, dreams of making the world a better place. But for now, they’re focused on making the world of retail a healthier, happier environment, where shoppers and artisans both win; bridging the gap between talented creators the world over and ethical shoppers, both of whom deserve more than the old retail landscape is offering. They’re rewriting the rules of retail.





Sometimes marketers tell us it’s hard to explain why having a strong brand is so important to a B2B business, especially when trying to secure budgets from Directors for whom branding can be something of an enigma. Some think you’re talking about the logo, some about reputation or messaging – of course they are all right, well up to a point. We’ve created a two-minute animation that hopefully helps everyone see how your brand adds real value to any business wanting to evolve, grow or simply be the best at what they do.


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