The Challenge

AFK, a global attention marketing agency, had undergone three rebranding efforts since their launch in 2020. Despite rapid growth, their previous brand identities failed to capture the company’s essence and communicate their vision and values. As the agency expanded its reach—connecting passionate audiences, content creators, and world-leading brands—they needed a brand strategy that would stick.

AFK’s goal was to create a lasting identity that reflected who they were, what they did, and why they existed, while ensuring that the strategy resonated with their diverse audience. The key challenge was to develop a brand identity and digital presence that aligned with their growth and ambitions, while avoiding the pitfalls of previous rebranding attempts.

The Strategy

To overcome these challenges, we took a deep-dive into AFK’s ethos and vision, and developed a brand strategy that was authentic, enduring, and designed to elevate the game for all stakeholders—employees, clients, and audiences alike. The strategy was built on the brand truth: “Elevate the Game”, which shaped every decision from identity to implementation.

1. Stakeholder Insights and Discovery Process
   The strategy began with a comprehensive insights and discovery process that included:

• Stakeholder Interviews: We conducted in-depth interviews with AFK’s leadership, employees, and clients to understand the internal and external perceptions of the brand. These interviews revealed that while AFK had a strong reputation, their brand identity didn’t fully reflect their passion for excellence or their commitment to their community.

• Market Research: We analyzed competitors and trends in the marketing and content creation industries to identify opportunities for differentiation. This research showed that while many agencies focused on delivering results, few emphasized the personal, transformative journeys of their clients and creators.

2. Brand Truth and Positioning
   From these insights, we crafted a new Brand Truth: “Elevate the Game.” This became the guiding principle for AFK’s new brand identity and strategy. The message was simple yet powerful: AFK elevates every aspect of its work—from the quality of its services to the impact it makes on people’s lives.
   The Brand Positioning was defined as “Impact People.” AFK is not just about delivering marketing services; they are focused on making a meaningful impact on the lives of their community—whether it's their colleagues, content creators (brandividuals), or clients. Every interaction would be about helping people reach their potential and leaving a lasting legacy.

3. Visual Identity and Digital Presence
   The brand’s new identity was designed to reflect its core truth and positioning. The visual elements—logo, color palette, typography, and design system—were aligned to evoke professionalism, passion, and excellence. The digital presence was reimagined with a user-centric website that communicated AFK’s vision clearly and boldly.

4. Tailored Experiences
   AFK’s approach was further enhanced by tailoring experiences to each stakeholder’s personal journey. We designed marketing campaigns, website content, and client touchpoints that emphasized personalized, relationship-driven interactions.

5. Omnichannel Strategy
   To amplify the new brand identity, we developed an omnichannel marketing strategy that integrated digital marketing, social media, and thought leadership content. This approach ensured AFK’s new identity was visible across platforms and consistently communicated the message of “Elevate the Game.”

Implementation Process

1. Brand Strategy Development: The process began with the creation of a detailed brand book that outlined AFK’s mission, vision, and positioning, along with guidelines for how to communicate these across various channels.

2. Digital Revamp: We worked on redesigning the website and digital assets to make them more user-friendly and reflective of the new brand. The site focused on storytelling, sharing AFK’s brand narrative, and providing a seamless user experience.

3. Content Creation and Engagement: We crafted content that showcased AFK’s expertise in unlocking access to passionate communities, highlighting case studies, and spotlighting their brandividuals. Social media campaigns were designed to engage with their audience by sharing personal success stories and community impact.

The Results

• Unified Brand Identity: The new brand identity resonated deeply with both internal and external stakeholders. AFK’s leadership and team felt that the brand finally reflected their passion and commitment to excellence, while clients found the message clear, consistent, and impactful.

• Increased Engagement: AFK’s digital presence saw a significant boost, with a 30% increase in website traffic within the first three months of the rebrand. The revamped website made it easier for potential clients and creators to understand AFK’s value proposition.

• Stronger Community Engagement: AFK’s social media presence saw a 50% increase in engagement, as the brand's narrative of elevating individuals resonated with content creators and clients alike.

• Improved Client Acquisition: The rebrand played a key role in attracting new clients, especially those seeking an agency that could go beyond delivering results and make a meaningful impact on their brand’s journey.

We engaged and collaborated with Klutch.studio to create the actual brand identity design, brand guidelines, and visual application. They also designed and implemented the new website and ensured the brand Identity was fully aligned with the brand strategy and holistically applied across all touchpoints and platforms. Special thanks to Kevin and his team for a very positive experience and a tight collaboration, which resulted in a great brand and a case study we are all proud of.

Client Quote

"Working with Arnt to conduct stakeholder interviews, insights, discovery, and develop a comprehensive brand strategy truly captured our company’s essence and ethos. It’s been a game-changer for us."
— Matthew Woods, Founder of AFK

Key Takeaways

• Alignment of Values and Brand: By deeply understanding AFK’s internal and external stakeholders, we were able to create a brand identity that authentically reflected the company’s values and vision.

• Impactful Brand Truth: Crafting a simple yet powerful brand truth, “Elevate the Game,” gave AFK a clear and compelling message that resonated with their audience and differentiated them in the market.

• Consistency is Key: The omnichannel approach ensured that AFK’s new brand was consistently communicated across all touchpoints, leading to increased visibility and engagement.