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LUCKYYOU

10 years, a new voice.

A rebrand for the agency's 10th birthday, in which we asked ourselves who we really are.

Client: LUCKYYOU
Year: 2023
Scope: New visual communication and agency narrative, website, merch, social media formats, internal and external communication
Service: Creative marketing

Challenge

How do you talk about yourself when for years you've mostly talked about your clients?

What is LUCKYYOU? How should we talk about ourselves, and what do we want to say? These were the questions we asked before reworking the agency's visual and verbal communication. The rebrand started with internal research and workshops – the findings became the foundation for a refreshed brand image, timed to the agency's 10th birthday.

Idea

LUCKY strategy and LUCKY creativity.

We wrote up the research findings as a manifesto – LUCKYYOU follows two parallel paths on every project: LUCKY strategy&services and LUCKY creativity&approach. Until now we'd mostly communicated the strategic side, so the rebrand added a creative dimension to that story and showed the full picture of LUCKYYOU.

We started working on the text with the tagline – we didn't want to change it completely, only to evolve it: the existing "Marketing done right" was paired with a new one, "Creativity gone wild". The next stage was refining our language and tone of voice – professionalism without the pomp, creativity without exaggerated madness.

Execution

We focused on evolution, not revolution – we kept the distinctive seven shape in the logo, adding new typography and a lighter, more modern form. In the new branding we settled on three main colours: muted graphite, neutral grey and an energetic lime – a worthy successor to the green used so far. We also introduced icons that represent LUCKYYOU's main values and areas, sometimes replacing selected letters in the text.

An impressive change in visual identity called for an impressive website. We built it around a strong play of icons, colours and photos from the office and our non-office activities, putting a lot of emphasis on conveying our unique agency atmosphere and presenting the cases we're so proud of.