In eleven transformative years, Giraffe Social Media has evolved from a fledgling startup to a leader in the social media marketing landscape. As we navigated through the complexities and the ever-changing dynamics of digital marketing, our identity has matured, mirroring our growth and our ever-deepening understanding of the industry. But as we looked ahead to our exciting future, we recognised a growing disparity between our established brand and the core essence of who we have become. It was high time our outward expression caught up with our inner evolution.
This realisation ignited our decision to embark on a complete brand transformation—a journey that did much more than merely swapping out colours or updating a logo. We went right back to the drawing board. It was an introspective endeavour, requiring us to confront some fundamental questions: Who are we? What do we stand for? And most importantly, where are we headed?
The pursuit for these answers wasn’t embarked upon lightly. I delved into an extensive research phase, reading seminal works on branding, studying successful brand transformations, and, most crucially, consulting with some of our specialised partners who provided invaluable insights. This wasn’t about quick fixes or surface-level changes; it was about embodying our 11 years of history, our present dynamism, and our aspirations for the future into a cohesive, resonant brand identity.
Solidifying Our Core Identity
Vision: Become the Industry Leader in Well-Being and Personal Growth
Our vision statement is the north star that guides our entire endeavor.
“Become the social agency known for harnessing strategy and creativity, to help the world’s most ambitious brands make a meaningful impact, all while leading the industry for well-being and personal growth.”
This statement reflects not only our commitment to delivering top-tier social media services but also signifies our promise to push the boundaries of what a workplace can and should be.
Mission: Empowering Brands to Make a Difference
Our mission statement is our plan for how we will achieve our vision:
“Our mission is to partner with ambitious brands that want to contribute positively to people and the planet. Through strategic planning and creative brilliance, we empower our partners to achieve measurable social media success.”
We wanted to go beyond the standard mission statements that focus solely on business success. Ours is to empower, and the brands we choose to partner with must share that focus—measurable success should also contribute positively to the larger world. Through strategic planning and creative brilliance, we serve as the catalyst for such positive, measurable impact.
Values: The Pillars of Our Identity
Strategy & Creativity
This value is, in many ways, the lifeblood of Giraffe. We didn’t want to segregate creativity from strategy—each enriches the other. This isn’t just a marketing gimmick; it’s encoded into our DNA. Kane brings the strategic and detail-focused mindset, while I contribute the creative and big-picture perspective. The confluence of these two realms of thought isn’t just an operational strategy; it’s a philosophy that elevates each campaign we work on.
Evolution & Growth
Stagnancy is the antithesis of innovation. We’re a team devoted to endless learning and improvement, both professionally and personally. This value serves as a daily reminder that each day is an opportunity to be better than the last, to refine our services, and to stay ahead of industry trends.
Unity & Recognition
A well-oiled machine requires all its parts to work in unison. Unity and recognition encapsulate the essence of our teamwork. We don’t just co-exist; we thrive together. We celebrate each other’s successes, no matter how small because we understand that collective success is only possible when individual efforts are recognised and celebrated.
Sustainability & Responsibility
As a company, we are not isolated from the world we inhabit. This value is our commitment to improving the world, not just through empowering brands but by directly contributing to sustainability. We aim to be as eco-conscious in our operations as we are ambitious in our campaigns.
Balance & Wellbeing
The last, but certainly not least, of our values focuses on work-life balance. Professional success should never come at the expense of personal well-being. We strive to create an environment where our team members can be their best selves, both in and out of the office. This goes hand-in-hand with our vision of leading the industry in well-being and personal growth.
There you have it—the foundational elements of the reimagined Giraffe Social brand. Each component, from our vision and mission to our values, has been crafted with thoughtfulness, backed by a proven track record of eleven years and fueled by an insatiable drive for what lies ahead. We didn’t just create these elements; we breathed life into them, drawing from our history, successes, and aspirations. And in doing so, we’ve transformed our brand and set the stage for an even brighter, more impactful future.
Transforming Our Visual Identity
Our brand transformation isn’t just about redefining our internal values and missions—it also extends to how we present ourselves to the world. A brand’s visual identity is often the first interaction someone has with it, and we’ve taken significant strides to ensure ours is as thoughtful, relevant, and engaging as the services we offer. Here’s the breakdown:
Colours: Back to Roots, Yet Future-Focused
Giraffe has long been recognised by its signature orange and black colour scheme. However, we felt we had drifted away from these roots, embracing an aesthetic that was less ‘us.’ So, we’re going back to basics with a twist.
Orange: The vibrant shade of orange that you’ll now see represents creativity. It’s a nod to the imaginative, unconventional thinking that has long been our hallmark.
Black: Black stands for strategy—the calculated approach that ensures our creativity has the most substantial impact possible. It’s the colour of classic sophistication and wisdom.
Green: New to the Giraffe colour palette, green symbolises our renewed focus on wellness and sustainability within our team and our work for our clients.
Logo: Subtle Yet Powerful
Our new logo is another step in our evolution. It features a more mature wordmark and a new icon that contains a subtle giraffe print. These elements serve not just as aesthetic choices but also encapsulate the brand’s essence.
Icon: The giraffe print is a playful yet meaningful nod to our name and the unique way we approach social media marketing.
Three Colours: The logo incorporates all three of our foundational colours—orange for creativity, black for strategy, and green for sustainability and wellness. These are the pillars upon which Giraffe stands.
Wordmark: The mature, sophisticated wordmark better represents our current standing in the market—experienced, reliable, and at the top of our game.
New Website: A Complete Experience
We’ve rebuilt our website to be more than just a service brochure. It’s now a reflection of who we are, what we believe in, and why we do what we do.
Portraying Identity: The website aims to give visitors an insight into Giraffe’s culture, mission, and values, going beyond just the services we offer.
Celebrating Excellence: We are proud of our work, and our new website serves as a portfolio that does justice to that excellence.
Team Spotlight: Our incredible team is the backbone of Giraffe, and the new website shines a light on the talented individuals who make us who we are.
The thought process behind each of these elements has been meticulous. We wanted to ensure that our visual identity is attractive and deeply meaningful, providing an accurate reflection of our brand at this exciting stage of our journey.
The Future Beckons: A Note of Gratitude and Anticipation
We’re incredibly grateful for the support and expertise from our Creative Manager, Sam, and our specialist partners, and it’s crucial to remember that this rebrand is not a destination but a starting point for a thrilling new chapter in Giraffe’s story. Sam’s creative finesse and our partners’ invaluable insights have set the stage for the great work ahead. This isn’t just a refresh; it’s a recommitment to our mission, values, and, most importantly, our clients.
We’ve designed this brand transformation with a keen eye on the future—invigorated by fresh perspectives and fueled by our never-ending quest for excellence. As we step into this exciting new era, we’re not just promising better services or a more cohesive visual identity; we’re pledging to raise the bar in the social media industry continually.
So, as we unveil our new brand identity, we’re filled with a sense of accomplishment and a palpable excitement for the challenges and opportunities that await. Thank you for being a part of this transformative journey, and here’s to elevating brands, fostering meaningful connections, and making impactful contributions to the world together.