LBi is a global digital marketing agency, operating in 30+ countries and employing more than 2000 staff. LBi works with the some of the worlds most forward thinking brands, collaborating through creativity and innovation to produce ground-breaking, creative and commercially successful products, services and experiences.

 

How to create the brand story for a fast evolving super-agency? With multiple mergers, LBi was looking like a split personality and in need of clear definition in terms of service offer, personality, brand story and environment. With over 400 staff in the UK office, creating a brand vision that the company could embrace on every level was critical, as well as providing an environment that would allow people to work in a creative, collaborative and ultimately successful way.

 

With multiple disciplines within the agency, it was vital to tell a story for the band that everyone could relate to.

Having established the pillars of 'strength' and 'energy', this was developed to encompass specific skill areas of innovation, insight, creativity and professionalism, all of which could be identified within the 'Union' brand mark, symbolic of all the agency qualities. Further to this, the spirit of 'Union' was then evolved through all the agency processes, approaches and design work, ultimately being expressed in the creation of a new headquarters in Truman Brewery, London.

 

The story of 'Brave Ideas' was written to inspire the company in the pursuit of the most forward thinking and innovative behaviour. It described how client brands could be transformed through courage, insight and uncompromising execution and succeeded in aligning staff around a singular purpose. Ultimately, 'Brave Ideas' was embedded in the brand DNA at every level, becoming the measure for quality and success and symbolic of a new generation of digital communications agency.