Having created branding for a number of marketing agency Chief Nation’s products in the past, it’s been a real honour to get to rebrand Chief Nation itself. Doing so amidst the upheavals of global lockdowns meant that this was my first remote rebrand, an unexpected challenge!

I have huge respect for the team at Chief Nation, for whom lockdown meant having to create, launch and sell a new virtual product in less than four weeks. At the same time, they continued to work on the rebrand project with me almost if this were all perfectly normal.

In many ways it was a really good time to rebrand, as it was a chance to position the business at the forefront of the new ways we communicate, and the new brand positioning is already being fed into pitch writing and is directly helping to drive new business.

The existing branding was functional but wasn’t memorable enough, and it didn’t fully reflect the company’s emphasis on innovative ways of reaching people and in building human relationships.

After mapping out the project with the directors, I organised a workshop shortly before lockdown started in the UK, with staff from across the business in order to get their insights on competitors, where they perceived the brand was at that point and where they wanted to see it go.

This fed into an in depth session which I led with the directors to decide upon the core brand positioning. This was honed into a central brand purpose statement, which reflects Chief Nation’s emphasis on building human connections through live and virtual events.

Further details of the brand positioning and the visual branding itself will be revealed soon once the new brand goes live, watch this space!