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Karacters Design Group Rebrands as Twice

Advertising Agency
Toronto, Canada
DDB Canada's brand consultancy that builds better brands through dialogue

Karacters Design Group, the specialised brand consultancy and design unit of DDB Canada has rebranded itself as Twice. 

“Over the past 17 years, Karacters has evolved from a design boutique to a multidisciplinary brand consultancy that excels in helping organisations with multiple stakeholders navigate big brand challenges,” says Lance Saunders, national president and chief operating officer, DDB Canada.  “Thus, the brand Karacters no longer reflects the consultancy’s world-class expertise and comprehensive offering of brand analysis, brand strategy and brand experience services.”

Twice will continue as the specialised brand design group within the integrated services offering of DDB Canada, whose operations are based in Vancouver.  The group’s executive team includes Creative Director James Bateman and Vice President Brand Strategy Rob Newell and Business Director Roger Nairn.

Inspired by the Greek philosopher Epictetus’ quote, “We have two ears and one mouth so that we can listen twice as much as we speak,” Twice succinctly reflects the brand consultancy’s collaborative and dialogue-based approach.

“Building better brands through dialogue, we connect, listen, discuss and decide the way forward for a brand, with the people who matter most,” says Rob Newell, VP brand strategy, Twice.  “Without the right discovery and thinking process in place, there’s a good chance solutions will miss the mark, not engage with stakeholders, be poorly accepted or solve the wrong problem." 

Twice partners with clients to offer comprehensive brand analysis from market assessment and viability, positioning evaluation and uncovering stakeholder insights; brand strategy services including positioning, brand architecture, messaging and engagement; and designing brand experiences, such as identity systems, naming, environments and packaging.

Recent projects include helping elevate the Mustang Survival brand and changing the way PFDs are sold with a sophisticated design system for the manufactures’ expanding line for marine safety gear; imagining the Canadian National Institute for the Blind (CNIB) brand as it prepares for its upcoming 100th anniversary; creating a new brand identity for the Dairy Farmers of Canada making it easier for consumers to identify high quality dairy products made from Canadian milk; and looking at British Columbia Institute of Technology’s brand purpose and values to create a meaningful new positioning for the post-secondary institution, which will appear in market at the end of February 2017. 

The team has been globally recognised for its ability to deliver breakthrough brand solutions that are founded in strategy and insight, and their work has been recognised at Cannes, in Communications Arts, Applied Arts and in REBRAND 100, where Twice, né Karacters, was named to the 2015 REBRAND Hall of FAME, a celebration of branding excellence showcasing the world’s most effective rebrand assignments and impact branding has on businesses and organisations around the world.
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