J03. Collaboration
A surgeon wouldn’t operate on themselves, would they? The mechanic always looks after the clients vehicle before their own. So, when it came to review, reposition and rebrand ourselves we knew we would benefit from some objective opinions and ideas by someone externally who just ‘got us’.
We wanted to work with a studio with not only an impressive portfolio, but also, a team that knew our hip hop driven cultural background and could reflect that flavour into our new brand language and visual identity. Hip hop, graff and street culture can easily be misrepresented by cliche or tacky graphics – this was a huge consideration when discussing our strategy with the crew we enlisted to take us on this journey, 40/40 Creative.
Being on the client side of the process was an incredible, eye opening experience. Yes, my anxieties were sky high and I forgot all those comforts I give our clients, like ‘to trust the process’ and ‘to hand it over’. Not easy, is it?! And it takes time, too. Heaps of time. Rebuilding portfolios, writing copy and being consumed by both of those things day and night. It was hectic!
But, we love where we have landed. 40/40 captured our vision, energy and created a super cool representation of who we are and what we’re about. It was definitely harder being on the other side of the fence, so we’ll keep the next rebrand well into the future 😉