HB has always been known for its exceptional design, meticulous craft, and unwavering commitment to execution excellence. It was a reputation earned through deep partnerships with complex, highly regulated industries rather than a brand position that was deliberately shaped from within.
Over time, that reputation stopped reflecting the full reality of who we are. Yes, we’re defined by close client relationships and deep industry knowledge. But we’re also driven by ambition—the kind that sparks real change, for our clients and ourselves.
Creating and building brands is about working in reputation management. And in an era where brands must work harder than ever to connect, it was time to take control of our own story.
And so, about 10 months ago, we embarked on the long and sometimes uncomfortable journey of repositioning ourselves. A process that was more challenging because we were living it in real-time, immersed in the daily pulse of agency life.
What kept us going when times got tough was the belief in what lay ahead. The opportunity to build our culture and brand from an idea we could all rally around. The energy we knew this transformation could bring.
We started by listening… really listening. To our clients. To our teams. There was a lot of talk, debate and open conversation and bit-by-bit, a common thread emerged. A common ground where our ambition, our culture and our deep-held belief in the value we deliver could thrive.
From here our cultural and creative ideology, ‘Impact, everywhere, always’ was born.
More than a statement, it’s a mindset. A rallying cry rooted in the conviction that more memorable brand experiences create more value for business. It fuels our desire to create work that stands out, work that simply cannot be ignored.
This isn’t just about branding. It’s about helping businesses live their brand—through every interaction, big and small. It’s ambitious. It’s a daily challenge to ourselves. And at its core, it’s about delivering tangible commercial value for our clients through creativity.
But big ideas mean nothing without action.
So we dove deep—into research papers, psychological studies, science and business journals to refine and underpin our thinking. We tested, refined, and evolved our creative processes. And we tested our approach in dynamic, high-energy client innovation sessions.
Distilling everything into a new working model and rebuilding our agency framework from the ground up with strengthened and enhanced capabilities.
And of course, no transformation is complete without looking the part. So how do we ensure ‘Impact, everywhere, always’ is more than just words? We embody it. We champion it. We fight against the ordinary and the forgettable. We live in service of our driving idea.
Enter HB’s Atomic Apple Green.