HOPKINS
Reimagined brand identity for a digital marketing agency
Hopkins, is a well known operator within digital marketing. They excel in the realms of search engine optimisation, digital advertising, marketing automation, and analytics. The refreshed visual identity has been crafted to captivate and inspire. The new identity is a bold reimagining of the agency's corporate ethos, which utilises playful and vibrant unexpected elements. It is a platform for friendliness, innovation and authenticity.
Hopkins' visual identity and brand messaging were perceived as outdated and disconnected from the dynamic digital landscape in which it operated. The lack of cohesion in the visual and communicative elements left Hopkins' identity fragmented and without a distinct voice. The agency's tone of voice and visual identity elements required a contemporary overhaul to better communicate the brand’s expertise, corporate culture, and customer caring approach with a humanistic touch.
Refreshing the identity was necessary to differentiate Hopkins from its jargon-heavy conventional competitors in the digital marketing sector.
Starting point
The required solution was designed to embody the human-centered direction identified in the development process, transitioning from a conventional corporate style to a more communicative and personal non-conventional approach, while still preserving the recognizability of Hopkins.
Our design solution revolved around a multi-faceted approach, reflecting the diverse capabilities of Hopkins. The design system's flexibility to adapt to varied needs serves as a visual and conceptual metaphor for the brand's unparalleled user-friendly approach to solutions.
Creative approach
The revitalized brand identity retained the Hopkins logo and reevaluated the brand's iconic orange color. Elements of the visual identity, such as new colors and typography, were introduced to support the brand's appearance with a human touch. To visualize the business environment of digital marketing, we created a modular system of graphical elements to represent all things digital and beyond.
For an added spark of joy and fun, a novel and refreshing aspect was introduced through an illustrated character, Hopkins, who is envisioned as a spokesperson to highlight the brand's employees, personality, and communication style.
The visual identity is being implemented across various platforms containing visual or textual content. This comprehensive approach is encapsulated in a brand book, which includes usage examples and clear, easy-to-follow guidelines for content creation.
Implementation
Meet Hopkins, the illustrated character
Hopkins' character is a reincarnation of the marketing ideology creator Claude Hopkins, bringing him to a new digital era. The character's visualization combines Claude Hopkins' signature elements - spectacles and a moustache - with a bowler hat containing surprising digital marketing solutions. Hopkins boasts a personality characterized by a problem-solving attitude and communicates in a fun and memorable way.
