B. Listening: Rewilding The Workplace
Behind The Broadsword Brand
Broadsword has rebranded. Cue the bright new colour palette, a bold redesigned logo, a striking, refreshed website and a playful showreel. But this rebrand is more than just a fresh look, it’s an opportunity to bring our personality to life and align our identity with the agency we are today.
This process has been a labour of love, and it all started with a deep dive into what makes Broadsword, Broadsword.
As a business, we have been growing year on year introducing new services, gaining expertise, and having a bigger impact – achieving B Corp certification and expanding into Hong Kong. Although both our client base and supply chain have remained consistent, the way we operate has changed. These business developments meant our brand identity and values from 2021 did not fully reflect who we are and where we are heading. Although three years is a relatively short period in time for a rebrand, we were determined to stay true to ourselves.
Strategy Director, Matt Green, set about the process exploring who Broadsword really was.
While new Creative Lead, Aisha Kareem, joined the business and began to look at our brand identity, Matt delved deeper into the foundations of who we are as a company. He dug into our proposition, values, messaging, and the ‘why’ in why we exist.
Matt turned outward for insight, including our stakeholders in the process and finding plenty of inspiration. He asked the same six questions to a range of clients, suppliers, and team members. Questions on how they perceive us, what we do, and who we are. Consistent themes emerged from these conversations highlighting the company’s actions from those that know it best.
Matt says “I wouldn’t say the individual responses surprised me, rather it was the overarching outcome that made me sit up and take note.
Three words kept coming up, and it was becoming clear to me that our values were self-defining by our actions. These words would develop as Broadsword’s A, B, C – Authentic, Brave, Committed, and linked together with a manifesto to B. The Edge”.
We’re authentic. This means transparency and integrity is important to us, with our refreshed brand enabling us to stay true to ourselves as we evolve. Our B Corp certification ensures our actions align with who we say we are, allowing us to build trust and meaningful connections.
We’re brave. This speaks to the courage needed to take risks, challenge the status quo, and push creative boundaries across every project. Our clients tell us that one of the best things about us is that we are not afraid to challenge them, if we believe there is another solution that could make things better.
We’re committed. It’s evident in our dependability, our dedication, and our desire to go the extra mile. Customers can count on us to deliver consistently, address their needs fully and maintain the highest standards of quality. We bring passion for each and every project as we understand how important each and every event is to our clients and their stakeholders.
Redefining our core values bought to life a bold manifesto: B. The Edge. By asking ourselves to B. The Edge, our ambition is to challenge all who interact within the Broadsword sphere to do the same.
With a clear purpose and a bold, forward-thinking approach we’re carving a unique path in our industry, using our business as a force for good and driving lasting, positive change. It is with this mantra that we move forward as an organisation.
With the rebrand revealed to the world, Matt shares “From time to time it is right to look back as well as forward. We all change and grow. Personally, I recently moved into my final year of my 40s and reflected on where I was when I entered the decade. Have I achieved my goals? And how will I challenge myself in the next ten years?
Broadsword is no different. As the world keeps spinning and landscape constantly evolves it is important to stay on track, understand who we are, where we are going and how, at Broadsword we can B. The Edge”.
