Giant Creative
Agency Rebrand
The Challenge
Giant Creative had strong creative capabilities, but its brand no longer reflected the level of work the agency was producing. The existing identity made the agency appear smaller, dated, and limited to local opportunities.
As the agency set its sights on attracting larger clients and competing nationally, it needed a brand that better reflected its ambition, creative culture, and strategic capabilities. The goal was to evolve the agency’s positioning and build an identity that could resonate with both prospective clients and top creative talent.
The Idea
Rebuild the Giant Creative brand from the top down.
The new brand platform established a clear strategic foundation for how the agency would present itself to the market – from its positioning and voice to its visual identity and internal culture.
The goal was to create a brand that felt modern, confident, and creative while providing the agency with the tools it needed to communicate its capabilities and attract new opportunities.
The Creative
The rebrand was captured in a comprehensive brand book that defined the agency’s strategy, identity, and creative expression.
The brand system established guidelines for:
• story, mission, and vision
• brand positioning and target audience
• culture and brand attributes
• tone of voice and messaging
• visual identity and brand elements
• logo design and usage
• colour palette and typography
• photography and visual style
To support the new identity, we also developed a range of brand expressions, including streetwear-inspired merchandise designed to reflect the agency’s creative culture and create apparel people would genuinely want to wear.
The Work
Logo Redesign
Although the logo had been created in 2021, it no longer reflected the direction the agency was heading. We developed a simpler, more contemporary mark that aligned with Giant’s evolving vision and brand positioning, built around a modular “G” that subtly reveals a lightbulb within its form.
Video End Slate
Created for award submissions, case studies, and video content, this end slate highlights Giant’s capabilities while introducing the agency’s refreshed positioning, logo, and tagline – We Think BIG.
The Giant Creative Playbook
The Giant Creative Playbook was designed to inspire both clients and staff, bringing together everything that defines the agency – its story, mission and vision, brand positioning, target audience, capabilities, culture, and visual identity.
Branded Merch
We moved away from typical corporate merchandise and created apparel that staff and clients would actually want to wear. The pieces were designed with contemporary streetwear influences to better reflect the agency’s creative culture.
The Execution
The new brand was rolled out across the agency’s website, video content, merchandise, internal communications, and activation tools.
The system ensured that the brand could be expressed consistently across client presentations, marketing materials, recruitment efforts, and digital platforms while reinforcing the agency’s creative positioning.
The Impact
The rebrand repositioned Giant Creative as a more confident and modern agency, giving the team a cohesive identity that better reflected its creative ambition and helping the agency compete more effectively for new clients and talent.
My Role
Creative Direction
Art Direction
Copywriting
Logo Design
Design
Led a team of designers, video editors, and copywriters throughout the development and rollout of the new brand system.