Bureau of Everything has been appointed as the agency of record for a new ebike brand due to launch in Australia later this year.
The Bureau is charged with the naming, brand design, packaging, and launch campaign.
BoE said the brand and its products are “uniquely positioned to disrupt an otherwise disappointingly straight category with innovation and irreverence.”
The project is now underway, with the team working on it from its new office in Surry Hills.
Founder of the new ebike brand, Abe Mikhail, said of working with Bureau: “Trying to find a partner to offer us something truly unique in this space was tricky. BoE was quick to show us the magic we were after and already feel like an extension of our team. The brand they are bringing to life for us is the perfect mix of wicked and smart.”
Creative founder Cam Blackley added: “We’re blessed to be able to influence a brand so completely like this. To design a brand from scratch, but also to be let in on the manufacturing process and shape key product design decisions was always part of the creative dream for Bureau. That and launching a brand that will help you outrun the fuzz.”
Speaking to Mediaweek in June, founders Blackley and Emily Taylor called the new shop a “creative company”, not an agency.
The ex-M&C Saatchi CCO and CSO explained that the strategist-creative pairing will act as creative directors on a project, from start to finish. Blackley is involved in the strategic process, and Taylor keeps close to the work all the way through to craft and execution.
“You talk about it as keeping the creative honest,” she said to Blackley.
Taylor has always enjoyed working like this. “I need to jam and bounce.” But creative and strategy being siloed in agencies has an impact.
“The reality is, you’re in different departments. And quite often strategy gets completely dropped off the process after the first phase, or creative isn’t really that involved at the beginning. And I think it shows in the work.”
The creative shop has also been working with FoneKing.
See also: Blackley and Taylor plan to pioneer strat-creative model with Bureau of Everything