Propeller
An agency with reputation in its DNA.
Propeller is a heavyweight in the media and marketing world. They’re a PR agency known for growing profiles, building credibility, and making sure the right stories reach the right people. But behind the scenes, their own brand wasn’t doing the same. Despite the calibre of their clients and connections, their identity felt too safe, too quiet, too disconnected from the impact they deliver every day. They needed a brand that feels caught up. So we gave them one.
The Brief
A rebrand to match their reputation.
We were brought in to reposition and reimagine Propeller from the inside out. Refining their message, maturing their identity, and giving their brand the same level of clarity and confidence they offer their clients.
Scope
- Brand Positioning
- Visual Identity
- Brand Messaging & Tone of Voice
- Website & Asset Design
- Website Development
Our Approach
Brand Positioning
We shifted the narrative. The old brand focused on services. The new one centres on outcomes, credibility, growth, influence. Propeller didn’t just land media coverage; they shaped how clients were perceived. That distinction became the core of their new positioning.
Visual Identity
We designed a brand that moves. Through vver 20 logo iterations, we returned to the propeller icon into a sharper, more modern, and full of energy version of itself. Built on movement, repetition and flow, the new system combines confident typography, circular motifs and a refined monochrome palette to create an identity that feels elevated, credible and in motion.
Brand Messaging & TOV
We gave the brand a voice as plugged in as the people behind it. Guided by the archetypes of the Sage, the Creator and the Magician, Propeller’s tone now balances insight with energy. Clear, informed, and unmistakably human.
✔ Smart, not pretentious.
✔ Personal, not generic.
✔ Active, not passive.
✔ Open, not vague.
Assets
From brochures to panel events, Cannes activations and pitch decks, we developed a flexible, structured system for every touchpoint. Grid-based layouts. Bold type. Cut-out imagery. Copy-led balance. All rooted in clarity and built for real-world impact.
The Activation
This wasn’t just a new look. It was a reset, and as a result, a partnership too. We helped Propeller step into the brand they always knew they were: bold, modern, and built to influence. Their new brand mirrors their momentum, sharpens their authority, and scale with them in every room they walk into.
*As of 2025, we are happy to be Propeller’s design and development partner.
The only thing standing between being an option and becoming the obvious choice is your brand positioning.
