Global events agency Broadsword
has launched a new brand identity, including a
refreshed logo and colour paletter, revamped website,
and a new showreel – all designed to better reflect what the agency is
today.
The rebrand follows a period of significant
growth, including international expansion into Hong Kong and B Corp certification. The new identity aims to capture Broadsword’s evolution from an event production partner to a strategic
creative events agency.
Matt Green,
Broadsword’s strategy director, led the rebranding process starting with a
series of questions to key stakeholders.
“The rebrand was
centred around what makes Broadsword, Broadsword,” he said. Insights gathered
from clients, suppliers, and the team helped shape the refreshed brand
values: Authentic, Brave, and Committed, now encapsulated in
the new brand manifesto: B. The Edge.
“Authenticity, bravery, and commitment allow
us to B. The Edge,” Green added. “This is how we move forward as an organisation
– with clarity, confidence and a bold, forward-thinking approach.”
Personality
Broadsword’s creative lead,
Aisha Kareem, brought the new brand identity to life. The new brand aims to bring personality to every
touchpoint, from the playful fonts and electric colours to the warm tone of
voice.
For example, Kareem explored the idea of
conversations as a core part of how the agency works through the colour
choices. She paired opposites on the colour wheel to reflect the energy of the
team. Every element aims to be bold, confident, full of energy and unmistakably
Broadsword.
Kareem said “This is a fresh, exciting and
new beginning for us because it finally feels like us. We’ve crafted a special
brand that feels cohesive and confident. It gives us a clearer position in
the industry, a stronger voice, and a bolder presence, and we did it all
in-house, which makes it even more meaningful.”
