Design Agency looking for help
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- benvoid
Looking for a little advice!
I work at a design agency that specialises in licensing and branding. We work with large entertainment companies such as Sony Pictures, Nickelodeon, Mattel etc. We've been going for over ten years but we feel that we really need a shot in the arm as we've become a little safe, complacent and stagnate. Especially since Covid, as it completely disrupted the way we work. We feel that we're coming across as an agency that's too small (we are) and perhaps not exciting. Our focus has always been on the work we do for clients which means that our studio projects get pushed aside. The work we do is good which is why we’ve been going so long and we have many repeat clients. In short, our work is solid but we're struggling to attract bigger, more high profile jobs.
We feel we need to come across cooler, slicker, bigger, more professional and generally a more appealing company on par with some of our larger competitors. We need a strategy to stimulate interest, attract clients and talent moving forward.
To kickstart this new direction we've decided that we need to refresh our branding, website, messaging and marketing. Basically overhaul and re-evaluate everything. Unfortunately this is proving difficult as we have to fit this around working on live projects and there are differing opinions on how best to proceed.
We’ve already redesigned our logo, colour scheme, fonts, but these are cosmetic and what we really need help with is the guts. We feel that an alternative viewpoint/overview could help to get things shifting and bring the brand into focus. Essentially a framework to work within would help tremendously.
Once we have the branding complete we would then be looking at how to expand the business but we’d really like to get the branding finalised before we cross that bridge.
I know there are a lot of companies that can help with business development but we feel that a agency or individual that has experience with design agencies would be better for our needs.
I’m hoping that some of you might be able to point me in the right direction or provide some recommendations for us to explore.
- jonny_quest_lives0
By all accounts it sounds as if your agency is thriving... have you seen potential work go to larger clients or is this perceived notion of being too small self imposed?
- jonny_quest_lives2
"The work we do is good which is why we’ve been going so long and we have many repeat clients. In short, our work is solid but we're struggling to attract bigger, more high profile jobs." is actually a very good problem to have.
There's also no easy answer if you want more high profile jobs as those are often gobbled up by more marquee Agencies that hold the lofty "Agency of Record" title. Often those more "high profile jobs" have quick burns. Unsure if a rebrand would get you there without case studies and or partnership with cutting edge agency
Larger Agencies have Larger Agency problems.
Smaller Agencies have Smaller Agency problems.One Agency's Licensing and Branding clients might be another Agency's more High profile clients.
A grass is greener conundrum. but something to consider before expending revenue on a rebrand.
- benvoid0
True, the grass is greener, but we feel that if we appeared more on a par with some of our competitors then this might improve our chances of getting some of the more high profile jobs. We can definately do the work the bigger agencies can and we've gone up against them and won projects. The type of work we do is a bit niche so there isn't a huge amount of agencies but there are large ones who seem to get the tent pole projects. Overall it feels like we lack a strategy and we're just treading water. I think what we really need is a kick up the arse to get us out of our stupour.
- It's interesting that I've had to face this same problem both as a longtime brand agency vet (laid off in 2020), and now as a freelancer.evilpeacock
- thumb_screws1
Have you thought about bringing in someone with solid connections to the clients you are chasing? It's a quick way to get that "in" to the clients you want to work with.
But it's not without its own set of issues. Depending on the make up of your company, people can easily get their nose out of joint when someone new is brought in to fill a role or set a direction that others in the company haven't been able to fulfil.
If you have the capacity make the time for studio projects, set aside the time to experiment and treat it is a R&D.
Chat to other agencies (I know its not always possible) that look similar to where you want to be.
It does sound like you need some external help with evaluating where you are at, blinds spots all that stuff. Figuring out where you want to be. It may reinforce what you already know, which can be validating but it will usually throw up things that you dont see when are in amongst it.
Good luck!
- benvoid0
We do get a lot of referals as the industry is quite small as lot's of our contacts move around from company to company so we get new clients like that.
We also do provacation projects and approach companies that we would like to work with but these take time and it's not always possible. Although I do think we need to do more and of a higher quality (ie more money).
I think the main issue is that we need to elevate our brand and give it a shot in the arm. We've been doing this for over 10 years and we've never really given this side of the business the attention it deserves.
I'm starting to come round to to the idea that we're too close to this and we need a second pair of eyes and outside advice. Also the marketing side has always been a weak spot for us and I think some external help to create an obgoing strategy for us would alleviate some of this. There are so many things that need to be addressed that it's hard to know where to start.
- hans_glib3
looking at your site (and without really understanding the world of licensing) i'd say it needed to look more business-like - the current use of all those licensing assets makes you look like an illustration outfit, and the youthfulness of the shows themselves contributes to a "cartoonish" feel for the site, which may put off the larger brands, which presumaby are mre into the business of making money.
perhaps if the case studies / imagery showed more of the final product (which presumably is quite dreary? - i've no idea where this ends up- tshirts/mugs, keychains, figurines, etc?), and were more skewed to the business -ie money - end of the process it might make you seem more serious in their eyes.
it's not a bad idea to talk to themto find out what they look for. or to your existing clients - what attracted you to them in the first place? consumer insight is invaluable.
- <-- thisstewart
- I agreebenvoid
- i like this as i am very weary as sometimes this whole we need to grow our business exercise turns into a revolving door of sales strategists that have opaquejonny_quest_lives
- goals and before you know it your 5 years deep into paying for a executive role that provides nothing but overhead and you can't bill clients forjonny_quest_lives
- at the end of the day you have good relationships better to build off those than the we need someone ewho knows what they are doing only to be fugazi'djonny_quest_lives
- by someone who bounces from agency to agency doing the consulting brand marketing jig for 6 figures per yearjonny_quest_lives
- robthelad2
If the company is serious about rebrand, it should be a dedicated task, not something you 'fit in' to give it the care and attention it deserves. It's also beneficial to go outside for help with branding if you have no time within your own studio.
The big Q is - what is your USP? and then go hard on that to differentiate and create a unique voice within your sector.
In terms of new business, it should be a constant job, a person dedicated to networking, creating leads and following up.
If the work is good this endeavour should only improve your situation.
- I agree with all of this but sometimes you just need to hear it from someone else.benvoid
- Get everyone (stakeholders/decisi... makers) together and do a brand workshop, it'll help align what everyone thinks and feels about the company...robthelad
- ...and give you a solid foundation to go forward from, i.e. "we're thinking this and want to do this, so we should be looking like this and saying this... etc."robthelad
- cannonball19780
Take it seriously, take the resources hit, and do it yourself.
Also don’t fall victim to the democracy trap. Small team selected by leadership with leadership participation and sign off.