Adshel rebrand gives it the squiggles

  • Branding
  • February 27, 2013
  • Ben Fahy
Adshel rebrand gives it the squiggles

Outdoor media is doing it pretty tough at the moment, but Adshel had a stellar 2013, both here and in Australia. And now it's got something else to shout about because, after 15 years of loyal service from the old brand, it has unveiled its new one. 

The rebrand, which was the work of Aussie design agency There, is the result of a strategic repositioning process designed to better represent the company’s products and people—which "have changed significantly over the last few years"—as well as research that revealed a disconnect between the internal company culture, its record growth and share, and the external perception of the brand.

http://www.youtube.com/watch?v=h80aat_WMDgAmong the changes are a series of colourful, squiggly logos, a new website and new marketing collateral (even the email signature gets the hand-drawn treatment), which aim to represent the fast-moving media market place and the potential of the company’s network. And, according to the video, it's based on "living and playing the Adshel way", with phrases like edgy, driven, curious, authentic and igniting possibility informing the brand's direction. 

Customers will also see some changes to Adshel products (its offerings are now split into Inspire, Immerse and Ignite) and it promises "to make enhancing a campaign with out-of-home that much easier".  

"Rebrands can often be seen as just superficial so it was important to capture our true internal culture and real external attributes and then translate them into something meaningful for people both inside and out of the organisation," says Adshel marketing director, Nicole McInnes. "As part of the brand strategy process, we interviewed our clients and colleagues and what became very clear was that we had to create a brand that not only conveyed the experience of working with Adshel, but also the creative possibilities our media and advertising partners afford us as we bring their campaigns to life." 

Adshel’s New Zealand general manager Nick Vile says Adshel has been "committed to building a collaborative, authentic and high-performing work environment for many years now" and it is something the company invests heavily in. 

"The brand refresh is not only representative of this, but is also a catalyst to continue to foster our environment," he says.  

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