Argent Group
Client
Job Description
- Brand audit
- Brand positioning and identity
- New brand platform launch
Summary
Argent, Bulgaria’s top media agency, revamped their brand to highlight expertise in both traditional and digital media. The new identity reinforced their leadership in the industry by clearly presenting their comprehensive capabilities.
Key Takeaway
Shaping the essence of a brand that is an industry leader and has been in business for almost 3 decades is a delicate task.
You have to respect the roots and the tradition – but also decide what to leave behind, shaping a brand culture and vision focused on the future, not the past.
The Challenge
Argent, the leading media agency in Bulgaria, is well known in the market. They have the indisputable reputation of being masters of “traditional” media services. And this creates an unexpected problem:
With the emergence of online- and social media, some of the clients considered “new” media as something that requires a new media partner.
Argent had to find a way to show to their audience that their expertise is not limited to “old” media.
Our task was to shape and bring to life a redefined brand foundation: one that pays tribute to their great legacy, but is facing forward, to the years and decades to come.
The Discovery
We first embarked on a mission to explore the current image of what Argent is and does, through a series of talks with clients, partners and team members – current, former and potential ones.
We found that they’re well-known and respected for many reasons, including their reliability and consistent performance. What was less known, even to their current clients was, their international connectedness, the access to cutting-edge media innovations and their solid expertise in all media-related matters.
The rest of the findings? Let’s keep that confidential, as part of the leader’s secret recipe for future success 😉
The solution
Following a process based on co-creation and collaboration, we upgraded Argent’s positioning and brand essence to better reflect their experience and well-rounded approach to media solutions. In short:
“ARGENT IS AN INDEPENDENT, ESTABLISHED IN BULGARIA AND GLOBALLY CONNECTED MEDIA AGENCY FOR HOLISTIC MEDIA SOLUTIONS, THAT OFFERS CLIENTS UNBEATABLE CONDITIONS - BECAUSE IT IS A LEADER WHO DOES THINGS ITS OWN WAY.”
Upon exploring and evaluating several potential routes and their implications, we shaped a redefined brand architecture. It enables Argent to showcase its expertise in the media, data and digital, while also keeping them all under the Argent Group brand.
We helped for a lot of the improvements under the hood of the brand. And now it was time to touch up the exterior. The Group’s new visual identity was developed by Lokum Creative.
Finally, we had to help Argent tell the world that they are changing for the better. We assembled a bespoke team of seasoned creatives and gave life to the new brand platform that shows the group’s capabilities – new and old:
"A WELL-KNOWN PARTNER FOR UNKNOWN TERRITORIES"
The unexpected key visuals and video manifesto were made by the expected partner Photon Graphics.
Launch event celebrating 27 years of Argent Group and showcasing the new positioning & visual identity.
Mini cakes for event guests, featuring charts that stand for data insights, measurability & effectiveness… and integrate seamlessly with the brand vision.