Inside Wolff Olins’ new branding

For designers, taking on the branding of their own company is a complicated task. Here, Wayne Deakin, global creative principal at Wolff Olins, explains how they addressed the challenge

A brief for a designer to redesign their own brand is as challenging as it is complex. One of the great benefits for any client working with an external agency is the value of the independent, objective advice you get from collaborating with an outside creative partner. So, what happens when a brand consultancy sets out to rebrand itself?

At Wolff Olins, we have just launched a global brand refresh that’s been more than a year in the making – and it’s been quite a design journey.

As a global brand agency with a long track record in rebranding many of the world’s most transformative brands, it goes without saying that we need to practice what we preach – meaning, go to market in the way that best reflects what we believe and what we do.

But in today’s world of constant change, no-one can afford to stand still – brand agencies included.