Brand agency changes identity to WAR, embracing the company’s long-standing legacy with the logo maintaining familiar crown
Evolution is imperative. After 13 years as a haven for boundary-pushing artists, creative and digital production company We Are Royale
is emerging under a new brand identity: WAR. The title reflects a progression in the company’s devotion to design, technology, and general 'bad-assery'.
“We gravitated towards the WAR word-mark as a visual device because it captures the creative and collaborative team spirit this company was founded on: to fight for the creative and protect its process on behalf of our client partnerships”, says Brien Holman, executive creative director and partner at WAR.
Once an affectionate moniker used by staff and clients, the new WAR logo brings the familiar We Are Royale 'crown' with it - embracing the company’s long-standing legacy in the branding and advertising industry, while forging a new future.
“It's meant as a rallying cry,” says Holman. “Expressing our alignment with brands that see the silver lining in taking risks - whether that’s experimenting with emerging technology and media to better connect with consumers, or taking corporate responsibility like Nike does so well.”
When considering their own move forward, the team looked towards some remarkably successful creative reinventions amongst the music industry.
“There have been several musicians who have mastered the art of reinvention while staying true to themselves,” describes Jen Lucero, managing director and partner at WAR. “Look at Bowie or Prince, both icons who constantly reinvented their own image and how the music industry did business. They challenged the status quo with their own unique applications of artistry, design, technology, and visual storytelling. Similar to what we strive for with our clients.”
The new visual identity, including a fresh online presence and even a Gothic-esque company Coat of Arms, reinforces WAR’s internal philosophy to constantly improve and innovate how they help clients solve problems - while ensuring everyone has a damn good time doing it.
“We want to empower our staff to carry our creative tradition of great design and storytelling forward, even if that means making hard decisions regarding budgets, scheduling, and setting creative expectations,” concludes Holman. “That all stems from WAR’s singular mission: to help our clients fight for what they believe in, as a partner, and make them the hero.”