With industry roots that reach into the 1980s, directors Beverley Dunn and Mark McKeever are continuing to build a successful operation which offers a range of tailored services, including strategic planning, creative content and design, and their specialty of developing unique contact databases.
Beverly said: “We wanted this year to feel like a celebration.
“We have a really talented team here and felt like this was a good opportunity to showcase their creativity and skills, whilst also taking the identity of the business in a new direction.”
The creative team at Carousel soon began developing a new logo that would inspire many features of the rebrand.
Designer James Byers said: “With so much history here, we wanted to create a wordmark that featured elements of previous Carousel designs, as well as the timeless styles popularised in the 60s and 70s.
“This is where a lot of the brand’s vibrancy and dynamic feel first came from.”
This vibrancy was highlighted by a distinct colour palette, unconventional typographical styling and the creation of the ‘blob’ aesthetic – derived from the curves in the original wordmark and the movement of a lava lamp.
Following this, the brand’s tone of voice was also reviewed and enhanced by the team, keen to elevate the way they communicated about themselves and their work.
Head of content Ben Camilleri said: “The tone for an agency can be difficult to get right. On the one hand you want to show confidence and creativity, but on the other you don’t want to appear pretentious or difficult to work with.
“We really wanted to capture the experience, knowledge and care that runs through the business but in a way that’s delivered with fun and humility.”
The rebrand has since included the launch of a completely new website, as well as social media and email campaigns to continue to communicate to partners and clients.
With the Carousel team often attending significant industry events on behalf of both themselves and their clients, it was essential to them that their brand continues to match their endeavours.
Director Mark McKeever said: “It’s always going to be important to look the part in anything you do.
“As we assist our clients in international growth, working closely with the Greater Birmingham Global Chamber of Commerce, our new brand ensures we represent ourselves and our clients and partners in the best way possible.”
Beverly continued: “Although we appreciate that this rebrand and our 30th year in business are great milestones, we believe our best years are still very much ahead of us.
“We’re looking forward to what’s next with each of our clients, current and new.” Beverley concluded.”
