Annodyne, Inc., an engagement marketing agency located 20 miles outside Philadelphia, announces the launch of its new brand. The brand ID — anchored by the tagline,“Change the Conversation” — is featured on the company’s new website.
The premise of the new brand: that in a modern world where consumers are trained to tune-out the onslaught of commercial messages, successful marketing must change the conversation.
“It’s a deceptively simple idea,” says Anthony Campisi, president and CEO of Annodyne. “It’s about reaching consumers with something completely new and fresh that commands attention among all the white noise. It’s also about changing the conventional strategies: thinking differently about channel mix, about the way analytics should be leveraged, about the shifting paradigm of how consumers interact with media — everything. To pull it off requires a fluency with media and messaging that’s unparalleled in the industry.”
“The McLuhanian notion that ‘the medium is the message’ has never been more relevant,” says Greg Ippolito, creative director at Annodyne. “Consumers are far less passive now. They’re not just sitting back watching TV or flipping through magazines. They’re searching for what they want online. They’re recommending products and services to friends via social media, email and text. They have a sense of control that makes them feel immune to persuasion. Why listen to a manipulative ad when they can get something authentic on their own? Unilateral communication strategies are dead. You need to engage consumers on their terms.”
This new brand identity is supported by a new logo, which features an icon of intersecting lines that expand and contract into malleable linear forms. This is intended to represent the agency’s view of art and science, as they relate to marketing, as being constantly evolving constructs. This icon approach, like the new tagline, is a simple yet dramatic departure from the ordinary — as icons tend to be static pieces of art that never change.
“It’s central to our philosophy here,” says Ippolito. “The very notion of ‘permanence’ is an illusion. Change is a constant. Rust never sleeps. Most agencies want you to believe the opposite. They want you to believe they have some magic, off-the-shelf formula that transcends the ever-changing media landscape, the ever-changing culture, et cetera. But really, to succeed you need to be adaptable. More importantly, you need to be awake and alive and engaged in the great wide transitory world.”
Central in the logo’s icon is the number “01,” which represents the year the agency was founded (2001). This sense of legacy is inherent in Annodyne’s broader brand identity, which features vintage imagery that’s highlighted by eye-grabbing color splashes. The combination of these different elements visually represent two seemingly opposing concepts: first, the agency’s bold, two-steps-ahead-of-the-curve forward thinking; second, the agency’s core value of personal attention and care for clients and staff above all else — a notion that seems ironically old-fashioned.
“We don’t see the two as being disparate,” says Campisi. “A concept as basic and humanistic as caring for your people isn’t old-fashioned, it’s timeless. And being innovative — reaching beyond the cutting edge of creative and media and technology to ensure our clients’ success — that’s what it’s all about. That’s been our mindset for more than ten years. Don’t expect that to ever change.”
Annodyne, Inc. (annodyne.com) is an engagement marketing agency based in Blue Bell, PA. It serves a wide range of local and national clients across verticals including tourism, higher-education and B2B solutions. Since 2001, Annodyne has grown year-over-year — even through the economic downturn. Annodyne is ranked #8 on the Philadelphia Business Journal's 2012 list of Interactive Advertising and Marketing Agencies.