AGENT18
AGENT18 Product & Lifestyle Photography
AGENT18 REBRAND
Phone Case Innovator Looking to Expand its Product Line & Update their Brand
Challenge
AGENT18 was one of the first iphone cases carried in the Apple store. It had been 10 years since the company launched with an innovative product that put it on the map, but now the market had become so oversaturated with similar cases that it was struggling to compete. In order to carve a niche for itself in the cutthroat landscape, the company wanted to revamp its brand to appeal to a targeted audience — only problem was, it wasn’t certain who that audience was or what it should say. To discover these answers, we worked with AGENT18 to understand why it was still relevant and then helped the company communicate its message to the world.
Competitor Analysis & Industry Best Practice Summary
One-on-one Interview Results & Consumer Perception Map
Solution
AGENT18 had a decade’s worth of market value — a decade’s worth of customers interacting and communicating with its brand. We believed the answer to AGENT18’s identity crisis was hidden within this tacit conversation and decoded its core message by analyzing its brand assets, company culture, and customer perception.
Extensive workshops, company wide brainstorms, demographic studies, audience research, and a competitive analysis mapped out the disjointed elements of the company to yield a clear market position: AGENT18 wasn’t just selling phone cases, it was selling fashion.
From this kernel, we rebranded AGENT18 as “Fashion Accessories”, a unified statement that informed the direction of its rebrand campaign, allowing the company to expand beyond cases into mobile phone accessories, while staying true to its heritage.
With this new direction in mind, we created a simplified logo and updated the company’s visual aesthetic to more closely resonate with fashion brands like Chanel, Urban Outfitters and Nasty Gal.
Customer touch points such as packaging changed to emphasize the look and style of AGENT18 products by using less cardboard, less words, and a black and white color scheme. We even added a fun little message, “Joy where you least expect it!” inside the phone cases as a playful way to remind customers that phone fashion is fun.
We followed similar design parameters when remaking its website. Vibrant images for the homepage landing, and a virtual store capitalizing on whitespace reinforced AGENT18’s products as fashion forward. We helped the company dip deeper into the fashion world, setting up and creating marketing guidelines for its social media accounts, which we featured on its homepage.
A company brand book outlining AGENT18’s values, culture, vision and mission helped align the new designers and engineers it accrued, so that it was able to continue promoting its new identity long after we helped guide their team.
PHOTOGRAPHY
Behind the Scenes Process Photography
PACKAGING
Simplified & transparent packaging that allows customers to see and feel the case
Brand Messaging & Company Culture
Company Culture statement part of the brand guidelines
Services
Meaning
Competitive Positioning
Collaborative Workshops
Brand Architecture
Brand Strategy
Creative Direction
Logo
Naming
Visual System
Imagery
Vision / Mission / Beliefs
Archetypes
Company Narrative
Experience
Packaging
Pitch Decks
Print Communications
Sales Sheets
Business Cards
Press Kits
Website
Email marketing
Banner Ads
Environmental Design
Growth
SEO
Measurement
Analytics
Marketing Plans
Logo Architecture showing the focal point created by manipulation of letterforms & spacing
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