One of my first priorities after joining Redtorch as Creative Director was to rethink our own brand. Not just a new logo or a colour tweak – a full repositioning.

Until now, branding hadn’t been a core focus for Redtorch. We’ve built our reputation on insight-led campaigns and performance storytelling, but as we expand our creative offering, we also need a brand that reflects where we’re heading.

Agencies today can’t afford to operate without a strong brand. In a competitive, design-conscious landscape, your agency’s identity is just as important as the work you produce. It signals credibility, attracts the right clients, and aligns your internal culture.

We decided to treat ourselves like a client. That meant stepping back, analysing the competitive landscape, interrogating our values, and distilling what truly makes us different. The result is a brand identity built to scale with us – one that works just as hard behind-the-scenes as it does in front of clients. Quietly confident. Never bland, never over-designed.

It had to flex across sectors, campaign styles, and formats – from strategic thinking to cultural storytelling. It had to feel premium, but purposeful. Bold, but not brash. And above all, it had to support the work, not overshadow it.

Internally, the impact has been just as powerful. A strong identity aligns teams, attracts the right talent, and creates consistency across every output – from pitch decks to social posts. When your people feel proud of the brand they represent, they don’t just show up. They feel connected.

Ultimately, our brand is the foundation we’re building on and setting the tone for the kind of creative company we’re becoming.