OneTwo

Renaming Glasgows

Through our extensive brand process of research, including in-depth questionnaires and team workshops, we uncovered the need to rename Glasgows. From challenges in explaining the name, with regards to the agency’s service offering and location, to online search, the team felt the need to look in a different direction.

A new workshop to rename Glasgows was introduced to the project to look at the strategic fit and build the criteria for choosing a new name, ahead of ideas generation sessions both in the workshop and internally.

The name OneTwo was selected.

Inspired by its heritage in events and the traditional sound check, the name reflects its evolution from marketing and PR agency to a leading event management, production, and creative agency. Through its definition, one-two also suggests strength and effectiveness through the collaboration of two things, which echoes OneTwo’s core focus on partnerships.

Verbal Brand

All the information and insight from our workshops and research inform the brand foundations and verbal brand.

We defined OneTwo’s brand purpose, which centred on the collaboration of its talents and services to create exceptional brand experiences, and supported the development of the agency’s brand values, behaviours and tone of voice.

It also led us to create its new strapline. As the agency was moving away from the Glasgows name and its “everything is possible” strapline, we wanted the new strapline to nod to its heritage while encapsulating who they are and what they do.

Experience is everything. was formed, communicating how its 37 years of experience means everything to its clients and how the experiences they create mean everything to their brands and its audiences, allowing them to create meaningful relationships that leave a lasting impression.

Brand Development

Building from the brand foundations and purpose, we began our design process. We knew that partnership and collaboration should be the focus for our design choices to communicate the brand.

Influenced by OneTwo’s service offering, the ideation process began by researching their industries and we took inspiration from the equipment they use to create its experiences. Seeing the XLR cables used for microphones and audio kit, the circular shape aligned with our vision to showcase OneTwo’s connection with its clients.

Developing this, we created two distinctive shapes to sit within the OneTwo logo, keeping the weighted section at the lower half of One – forming the core brand device – and the upper part of Two. These represent the OneTwo team and its clients, which would come together to create one solid partnership.

An uppercase typeface was selected for the logo to align with the brand device and show both words in unison.

The brand device was progressed further, to create four individual iterations of the shape, with the weighting of the half O in varying positions to reflect OneTwo’s core service areas – events, digital, film and creative.

Taking inspiration from the Glasgows brand, we chose to keep its Orange, White, and Black, adding a new Pink to lead the primary colour palette. This vibrant, youthful, and bold tone reflects the future-facing position of the brand. Yellow completes the palette, added for limited use as a vivid accent colour.

Photography plays a key role in the OneTwo brand. OneTwo imagery is used in Black & White, overlaid with the brand device with an alternative crop of the same image and in colour, to make the brand stand out.

Digital Design &
Website development

The next part of the project saw us develop the brand for web to create a strong digital presence.

The brief was to create visual impact and better reflect the agency’s impressive experience, inspiring potential OneTwo clients to engage with them.

Our design strategically placed OneTwo’s service offering and experience front and centre. We placed a heavier focus on its four core service areas, through sticky links outside of the main navigation, service blocks and category tags on portfolio items, and space created for its impressive video showreel.

We switched to a burger menu, including the contact and socials, to make the service links more prominent and allowed us to use its individual service brand devices.

The introduction of a new blog lets OneTwo communicate its expertise and engage with users through news and insight, utilising custom blocks and layout to build its long form content.

Prominent portfolio blocks and custom pages, with a range of new media focused blocks, allow OneTwo to showcase the exciting work it creates for its impressive client roster.

Two Stories undertook the entire digital process from planning, wireframes, design and development to create onetwo.agency.

Brand Launch

The new OneTwo brand has now been rolled out across the entire business. As well as web, the brand can now be seen across external and internal signage at its Head Office, its event and production equipment, its team uniforms, email, and all agency documentation.

We have also delivered OneTwo’s launch across social media, creating content and managing its channels, and traditional media, drafting a press release, image assets, and liaising with its key media titles.

OneTwo is continuing to work with us on an ongoing basis to manage its communications across owned and earned media.

Testimonial

“Upon first meeting the team at Two Stories we knew we wanted to work with them. Their ethos and approach to working with their clients fit perfectly with how we work with our own clients.”

“We wanted an agency who we could trust to take on the heavy lifting, whilst listening and taking on board feedback in a collaborative way, and that’s exactly what we got with Two Stories. And to top it all, they are a lovely bunch of people!”

Tim Lowell, Joint Managing Director at OneTwo