Re-branding a B2B marketing agency

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Brand identity


Creative Director


Octopus Group (Publicis Groupe UK)


Octopus Group (Publicis Groupe UK)

The rebranding of Octopus Group, an integrated B2B marketing agency, to coincide with its Publicis Groupe UK acquisition.

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In re-branding, we looked to modernise and create a smarter, refined marketing agency brand. This was the second update of the brand I led in 2020 – the first in 2017. Prior to the initial rebrand, the agency’s proposition, brand messaging, tone of voice, and visual identity had never properly been defined, and lacked any distinct direction.

We held a number of creative workshops with stakeholders to establish brand tone and direction, from proposition to messaging and tone of voice, establishing Octopus Group's position within the UK agency market. The identity was developed over a number of months, across everything from logomark and website, to office decor. Given the brand would essentially be used – and therefore managed – by a number of people across the business rather than a centralised marketing department, the overall brand aesthetic was kept simple, focussing on distinct stripped-back typography, minimal colour palette, and a single wave motif.

Core to the initial brand were video idents using materials changing from one state to another over time – powder, latex, ice, oil – representing Octopus Group's ability to work with its clients to bring elements together as a single, unified whole. These were updated in 2020 to reference objects you might find in and around a home, bringing them closer to the ‘Home of Brand to Sales' messaging.

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Visual exploration, 3D experimentation, 36 Days of Type, & various side projects

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They say…

Always hard working and with extremely high standards. He’s also a top bloke to have around and made a big contribution to our award-winning culture at the agency.
– Jon Lonsdale, CEO at Octopus Group (Publicis Groupe UK)
Regardless of the scope or scale of each brief, Dave’s ambition to produce exceptional creative always reigned supreme. Dave was also good fun to be around, bringing lots of humour to work which often brightened busy days.
– Katie Pospischil, Head of Client Services at Octopus Group (Publicis Groupe UK)
Working with Dave is fun, productive and a genuine inspiration – he manages to grasp both the creative requirements for a project, and the technical detail with which to deliver it. It’s quite something to behold. I really enjoyed working with Dave, both for his professional excellence and his brilliant sense of humour, wit and work ethic. I can’t recommend him highly enough.
– Tom Dennis, Head of Content Marketing at English Heritage
Dave has added a huge amount. You can’t be a great marketing agency without a really strong creative department and Dave has delivered that. He leads from the front, with a natural passion for design which means you know he’ll always give 100% to anything he works on. Dave commits! Culturally, Dave is very easy to work with and great to have around. He always speaks his mind as a senior team member, but always in a very balanced and consultative way. He’s also good fun and people enjoy being around him, which is crucial for a management team member.
– Pete Hendrick, MD at Octopus Group (Publicis Groupe UK)