Evolve

Rebranding the global Out Of Home company Evolve and developing a new website to reflect its established position in the OOH industry

Brief
Brand,
Communications,
Design,
Digital

With offices in London, New York, and Singapore, Evolve create and execute innovative, global Out Of Home campaigns. Launched in 2018, the company grew quickly and is now an established and respected business in the OOH industry.

 

We were commissioned by Evolve to take its business forward, from a start-up logo to a complete brand, including visual identity and tone of voice that would tell its story and reflect its position in the marketplace.

Brand development

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Our brand development process begins with research. For Evolve, we undertook competitor and peer audits and built a tailored, online questionnaire for stakeholders. After the results were in, we headed to Evolve’s London HQ to hold a brand workshop with its employees and key stakeholders, to share our research and uncover Evolve’s values and why it exists as a brand.

 

This process informed our work on Evolve’s verbal brand, finding that its brand purpose was: “To constantly challenge the industry by simplifying OOH for clients and delivering ingenious campaigns that connect brands with their audiences.”

 

Inspired by the business’s story of growth and progression, and its aim to offer something better within the industry, we took the idea of evolution to create a new tone of voice for Evolve. A new strapline was formed – Evolve, a new class of Out Of Home – to reflect the brand’s position as a new “species” of OOH company.

 

Evolve is centred around three core values and behaviours: Connect. Challenge. Evolve. These reinforce the brand’s purpose, what it believes in, and demonstrates how those involved with Evolve should live those values.

 

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Brand device

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Visually, the idea of evolution went further, inspired by a graphic representation of speciation – the process by which a new, distinct species comes into being. A unique brand device was created that is indicative of Evolve’s journey to becoming a new class of OOH company.

 

In application, the white block of the brand device puts Evolve’s key messages at the centre, while the right- and left-hand shapes allow space for Evolve’s business and campaigns to be showcased. The device can be used with block colours, photography, transparencies, and colour washes to support various applications and provide consistency throughout.

 

The Evolve logo was changed from lowercase typography and its original planetary-style graphic, to a confident, bold uppercase typography, to reflect the growth of the company and its position as an established agency in the OOH industry. A number of logo variations were also created to provide context and further information, dependent on the target audience.

 

The new colour palette also reflects the agencies current status, while remaining playful to mirror the exciting OOH industry. A stronger green tone, as a progression of the previous Evolve brand colour, features alongside three new complementary core colours – navy, purple, and white. A vibrant pink was included as a limited use accent colour to increase the brand’s playfulness and add emphasis to design elements.

Digital design &

website development

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Our brief also included the design and development of a new website for Evolve, so after the brand reveal, we worked to create a vibrant and contemporary site that reflects Evolve’s brand, values, and its position in the exciting and innovative OOH industry.

 

We sketched out the website, then moved on to creating wireframes and designs for the pages. In the layout, we used a subtly offset three-column grid on the brand-led pages to mirror the three core elements of Evolve’s primary strapline and values – Connect. Challenge. Evolve.

 

With layout and designs approved, we moved quickly into development, working to improve navigation on Evolve’s new website, with more intuitively placed links on the pages to direct people to specific places.

 

A key focus for the new website was to showcase Evolve’s work wherever possible. New portfolio sections featuring large images of Evolve’s campaigns, using its new brand device to further emphasise them, key statistics to visualise their effectiveness, and a new filterable archive page for portfolio projects were included in the design to achieve this. Throughout the site, stock imagery is kept to an absolute minimum to ensure the focus remains on their outputs.

 

We also made news and views items more prominent – to showcase Evolve’s knowledge and expertise within the industry – using a new filterable archive page to boost engagement and drive trust.

At launch, we created a range of assets for Evolve to communicate its new brand, including social assets, company letterhead, decks, and reports, as well as an animation to bring the new Evolve brand to life.

 

Evolve’s rebrand was launched alongside its new website, with its own OOH campaign featuring in Leicester Square and the Meridian Steps at Westfield Stratford City, as well as at bus and train stations across London.

Testimonial

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“Evolve has never worked with a branding agency before so we were naturally unaware of how extensive and in-depth a rebrand would be. Bekkie and Rob from the start ensured that they engaged the team at the right moments and worked closely with us preferring to conduct as many meetings as possible in person. We changed our minds many times and took longer than most companies I am sure deliberating over colours and fonts. The patience of Two Stories is remarkable. Now our rebrand is complete and been hugely successful, we will continue to work with Two Stories.”

 

Danielle Austin, Managing Director

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Our
Work

We add value to every project we work on, boosting our clients' brand positioning and creating design work that sparks interest and conversation. Our projects include identity design, website design and print design.

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