Smollan says that the rebrand provides a refreshed format to increase impact and value-add and renews the connection with a diverse marketplace.

The message strives to be forward-thinking, dynamic and inspiring. Smollan adds that it chose to reposition its uplifted values and to create new imaginings, allowing for space to play. 

"With the rebrand, and considering the dramatic changes in the world, we understood that we needed to review exactly what we stand for and re-position our brand accordingly. It made sense, as the world shifted, to create a fresh look and feel that portrays exactly how we feel now more than ever," says Mike Smollan, chief growth and innovation officer at Smollan.

"Beautiful imagery, colours and renewed positioning statements are critical with a brand change' however it also about a commitment to view all we do through a purposeful lens. The brand must bring the people and their purpose to light together with that of the company," adds Smollan.

"There cannot be a brand without a path to purpose. No longer is there first and second place for profit and purpose; going forward, the two cannot survive without each other. Our brand must feel like the company it represents: vibrant, colourful, passionate, diverse and inclusive. It must feel like the values we live and hold dear and it must look and feel like a place people want to work, customers want to partner with and suppliers want to provide to," says Smollan.

The agency says that there is beauty in having the ability to reinvent and a rebrand is reason to celebrate as the sum that connects the parts. This is by standing up for that which is authentic, transparent and where accountability captains the ship.

The agency concludes that one's brand is undoubtedly the most valuable intellectual property, from representing organisational identity to enhancing culture and extending the value proposition.

For more information, visit www.smollan.com. You can also follow Smollan on Instagram.