The past few years have been the biggest years of growth we’ve experienced since starting the agency in 2010. We’ve grown in several ways:

• Our staff numbers have increased from 20 in March 2020, to over 50 in October 2022.

• We’ve grown our revenue by double digits every year since 2015, but more notably, by 20% in FY22.

• We’ve invested in a number of platforms, research tools, and employee engagement tools.

• We’ve also invested in several start-up and tech businesses over the past 18 months, including Mood Food Company and Madame Tiger.

One thing that has remained constant throughout this period is our branding. While the rounded lettering and circular brand-mark suited our business in 2017, we felt that it was time to mature our image in line with the maturation we’ve experienced as a business.

Early in 2022, we engaged our dear friends and brand strategy experts at SOLID to help us with this transformation.

After several workshops involving a core group of staff, along with homework that over 25 staff and current and former clients completed, we landed on a positioning that we feel reflects where we are as a business today.

In summary, our new positioning is:

“Big agency expertise and capability; small agency care factor.”

We then decided on our core values. These are:

• Curiosity

• Creativity

• Relationships

• Flexibility

• Mastery

And finally, we updated our brand ID:

What are those two circles that look like a blob?!

We wanted to create a logomark that spoke to our desire to create connections that stick. Connection is at the heart of everything we do here at hotglue, including connecting:

• Our client’s brands with their audiences

• Great talent to our agency

• Data to insight, and

• Our agency with our trusted partners

Our new showreel is a great example of how our branding translates to motion, along with showcasing a bunch of newer work that we’ve recently completed.

We’d love to hear what you think about our new branding! Feel free to email me on nick@hotglue.com.au with your thoughts, or just to say hi!