Upon delving into the company's history, it became evident that the old branding lacked a cohesive narrative. Created during the company's inception, it served its purpose in establishing a foothold but failed to tell a compelling story across various touchpoints. The decision to rebrand presented a golden opportunity to align the new identity with the company's unique journey.
Central to this narrative is the question that always arises: "Why the name?" The answer lies within the company's ethos. Inspired by a quote attributed to Einstein:
"I would spend fifty-five minutes defining the problem, and then I would need just five minutes to solve it".
The name encapsulates the company's approach. It underpins the commitment to thorough analysis upfront, delivering solutions of value to clients while streamlining the agency's processes.
As we delved into research and exploration, a unifying theme emerged: Time. Time found itself manifesting every aspect of the company's operations, underlining its dedication to efficiency and excellence.
The initial phase of the overhaul focused on creating a fresh, vibrant identity. Drawing inspiration from the two parts of the name, the 'fifty five' and the 'five', we used a contrasting set of styles and components, with the logo serving as the cornerstone of this idea. It uses a rigid sans typeface to represent the thorough strategic process, and a soft serif that represents the flourish of the outcome, which when combined, create a unique wordmark fitting of the Fifty Five and Five story.
To further lean into the story, we devised a visual icon split into a 55:5 ratio, which started to inform the design of other visual elements. Our motion style echoed the rhythmic ticking of a clock, adding a dynamic dimension to the brand's visual language.
In addition to refining the company's documentation styles, we undertook a complete overhaul of all brand collateral, from photography to iconography. To ensure a seamless transition across all platforms, we updated the company's social channels and introduced tangible elements such as merchandise to breathe life into the brand beyond the digital realm.
The second phase of the rebrand focused on establishing our digital presence. Building upon the new identity and in collaboration with our content team, we embarked on a journey to reimagine our website as a vibrant and engaging platform. Our goal was to offer visitors an immersive experience, allowing them to delve into the authentic narrative of Fifty Five and Five.
We aimed to strike a balance between showcasing our distinct personality and maintaining a professional tone. We added bespoke animations and adopted more fluid formats in an effort to break out of a rigid and corporate feel.