Populus
Populus had built a strong reputation through its work, but the brand no longer reflected the business it had become. As the agency grew, the founder found it increasingly difficult to explain what made it different and why brands should choose Populus over more traditional agencies. The business needed a brand and narrative that matched the quality of the work it was already delivering.
I began by defining what Populus stood for, who it was for and how it should be positioned in the market, then translated that thinking into a new identity. The result was a brand that felt more commercially credible while keeping the playful personality that made Populus distinctive. Illustrated characters became a recognisable part of the identity, bringing warmth, flexibility and consistency across the website, sales materials and digital touchpoints.
From there, I rolled out the new positioning across the business, redesigning the website and creating a new sales presentation so that every client touchpoint told the same story.
The result was a stronger brand, a more compelling proposition and a business that was easier to communicate. In the months that followed, Populus secured three new brand partnerships with a combined value of approximately £300,000.
