Rebranding
Heraldist
5 years ago, Heraldist shifted from being a generalist communication agency to a brand communication advisory dedicated to the tech industry. This business decision aimed both to service an up-and-coming sector and to capitalize on Heraldist’s core competencies.
The business shift imposed a rebranding: a hard look at the brand strategy, and its first manifestations: the brand identity, the website, and campaigns.
The Brand Strategy
The brand strategy process involved introspection, employee workshops, and strategic input that redefined the company's core values and identity.
Initially identifying with values like Kindness, Authenticity, Brotherhood, and Excellence, the company realized the need for more practical and actionable values in this new era.
Through deep conversations, research, and reflection, Heraldist discovered that its core values lie in Brotherhood and Transformation.
Brotherhood is who we are. It is about better collaboration that helps us have an impact for our clients. It's about the quality of relationships while working and transforming visions.
Transformation reflects why we are here. Our work brings immediate and visible transformation to businesses through brand strategy, positioning, identity, and communication campaigns. Additionally, it lays the foundation for future growth, with the potential to shape the destiny of companies.
Our brand essence - the singular notion that captures what Heraldist stands for - became Perception Engineers. Perception Engineering is our trademark process designed to help ambitious tech companies take their company ethos to the next level. We transform products into brands and empower our clients by providing them with the right knowledge to transform their businesses.
This led us to the adoption of the Magician archetype. The agency, known to be resourceful in finding the right solutions for each client, is a reflection of the Magician archetype, an archetype characterized by its power of transformation. When working alongside Heraldist our clients experience Transformation when:
They understand who they are and how they should connect with their customers (the positioning and the brand strategy)
They have a new identity that travels throughout all their communication touchpoints
They start manifesting in line with the positioning
The Brand Identity
The ampersand is our symbol. The other half of “it takes a village to raise a start-up.” The “&” folks connect naturally with the Brotherhood value. It represents Heraldist & individuals, projects, startups and beyond. All hungry, curious, brave and focused on bringing the next unicorn to life.
Campaigns that Build on the Brand Strategy
We wanted to launch an awareness campaign for the Perception Engineers - that's when Adam Wiser was born.
Just have a look, Adam is self-explanatory.
But awareness is a long-term venture. When we needed a campaign for immediate results, to drive conversion, we created a guerrilla activation - “The 126$ Brochure”.
This idea formed when we read a research stating that it costs a company $126 to get someone on a professional social network to go through a PDF/presentation. So, we decided to cut the middle man and offer directly to potential clients $126 together with our presentation brochure.
The activation did come strong, featuring several acknowledgments by the industry’s digital lords and giving food supply to the internet trolls.
Although both campaigns served two very different functions (awareness and conversion), they aligned with the brand strategy reflecting the brand essence - Perception Engineers and representing our Magician archetype by promising Transformation.