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When we first merged, we wanted to blend the two companies without losing our individual essence, so we created a brand with a name that represented us coming together and also us working together with our clients.
The brand (and pattern particularly) was a fusion between elements of Hullo and Worthers. We were keen, and ultimately respectful, of who we were individually, so tried to hold on to parts of each identity, and it worked for a time.
But actually, much quicker than we thought, we realised our identity had become ‘Amperative’, which was really exciting. We felt that whilst we were using the initial brand, it didn’t accurately reflect what we look like now.
It feels like when two married people come together, they become one, and start slowly thinking in a joined-up way. Now when looking at the Amperative team, you struggle to see who came from which company. This is ultimately where we wanted to be.
The designers were let loose, with a few boundaries - the bespoke &! icon was set, fonts were to stay the same and the ‘navy’ had to remain.
Through a collaborative effort, the result was a unanimous hit with our team. The palette has been limited to reflect the confidence in who we are now. The pattern brings the different elements of the ampersand and the exclamation mark, which represents the two parts of the word Amp(ersand)-(imp)erative. The brand now speaks volumes of who we are today but also sets the stage for all the future holds.
The first brand was an important part of the story, but we’re so excited to see our new brand out there, speaking about who we are now, representing us as a team, collaborating together and with our clients.
Bring on the next season, we’re ready!
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