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Fresh launches new unified brand strategy

Events agency sets new ambitions based on client feedback, research and internal workshops

Pictured: The fresh Group MD Patrick Howells

The fresh Group has unveiled a new brand strategy to convey a 'unified' direction following the 2014 management buy out.

The creative events agency carried out competitor research, gathered feedback from clients and held workshops with team members to set its new ambitions.

Patrick Howells, fresh’s MD, said: “At this point in fresh’s journey, almost eleven years since being established, there was a need to articulate a unified brand proposition and strategy – born out of our history but also fit for the future vision of fresh.

"There was considerable work done in gaining a better understanding of what our creative offering means to clients, team members, suppliers and competitors alike. This has resulted in what we feel is a really strong strategy and positioning, which the entire team has been involved in creating.

"We haven’t reinvented the wheel, this isn’t a rebrand or a change of direction either. What we have been able to do is refine to its core why clients, future or current, would want to work with fresh. We’ve concentrated on what is fundamental to our business, which is ensuring every element of our approach, and what we produce, works towards ensuring our clients’ ambitions are fully achieved.

"We also wanted to give more prominence to the values that make being ‘fresh’ who we are, which means being fresh thinkers, challenging the ordinary, being passionate and having an approach

that is full of energy, talent, honesty and bravery."

Stuart Whittle, fresh executive creative director, added: "What we needed was a clearly expressed reason for being, which we could make apparent in everything we do. So we started with our new brand statement – that we exist to create and deliver inspirational communications that ensure brands achieve their ambitions – and let this underpin the ‘refresh’ of our brand look and feel. The new website and associated content really reflects the maturity and experience of fresh, and we couldn’t be happier with the overall result.”

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