Half Dome has unveiled its new brand positioning centred on the agency’s promise to unlock the ‘Whole Potential’ of its clients and people.
The independent media agency’s rebrand comes as the agency celebrates its sixth year of operation.
In this time, Half Dome has grown to a 65-person strong agency representing clients in Melbourne, Sydney, Geelong, and Ballarat across full-service media planning and buying, SEO, and creative performance production. Half Dome is one of a select few independent agencies challenging national holding groups for market share.
The independent agency engaged external brand consultants Untangld and creative agency By All Means to assist the agency develop its positioning and new brand identity. The discovery process included extensive interviews with staff, clients, the industry, and external partners and extended for more than nine months.
Will Harms, Half Dome co-founder and head of product, said: “Working with clients in the marketing space for our whole existence, Half Dome has a sound understanding of what constitutes a strong brand strategy and brand campaign.
“We have invested heavily in a rigorous process which engaged leaders in the strategy and creative fields to ensure that we practiced what we preach. Where we have landed, with our promise to clients and staff of unlocking their ‘Whole Potential’, is both a celebration of what we are already doing, whilst simultaneously providing the necessary ambition which will fuel our product and culture growth over the coming years.”
The new brand positioning reflects the agency’s commitment to attracting and retaining clients and people who share a challenger mindset and are energised by the concept of developing boundary breaking work which will be remembered as the best in their career.
Through this research phase, the Untangld team identified Half Dome’s key “superpowers” that have fuelled its growth to date.
These five pillars will continue to be the agency’s focus area and include developing a market-leading people product, pragmatic media strategies for clients, a team that exhibits ‘personable professionalism’, best in class technical expertise, and consultant-style coaching.
James Needham, strategy director of Untangld, said: “Half Dome is often perceived as a ‘hot indie start-up’, when the truth is it’s a genuine alternative to the big boys. It was a pleasure working with them on a strategy for the business built around ambitious growth and real authenticity. It’s hard to think of another business in the industry with such genuine care for its team, matched by work that breaks the boundaries.”
The brand refresh includes a complete update of the company’s visual identity and brand assets, as well as the development of a new website in partnership with digital agency Straight Out Digital, plus a new, expanded Melbourne office later this year.
Mat Cummings, managing partner of By All Means, said: “We love working with the Half Dome team on client projects, so to be given the opportunity to bring the By All Means creative skills to the Half Dome brand was a project we couldn’t wait to take on. The challenge, as with any good brand, is bringing to life the truth via inspiring stories and visuals, and communicating what’s in it for all stakeholders, all the time future-proofing the brand.”
Joe Frazer, Half Dome co-founder and head of growth, added: “‘Whole Potential’ is a rally cry to attract like-minded clients and individuals; our research indicates a sentiment in the market from clients that they could and should be getting more from their agencies.
“Our unique positioning sits at the intersection of holding groups, independent agencies, and consultancies – drawing on the best parts of each. It is unique and not easy to mimic. We couldn’t be more excited to be coming to market with a clear understanding of who we do the best work for – let’s go!”
Half Dome has launched ‘Whole Potential’ with an out-of-home and press campaign that will run nationally over the next month.
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Top image: Joe Frazer, Will Harms and Tom Frazer