Changing TABOO: How to Rebrand the Rebranders
TABOO, an agency known for helping brands design their image and develop their style, has undergone a rebrand of its own.
TABOO was built on breaking conventions and standing out in the crowd. Today, the team has created an identity that fits their new ethos "breaking bad rules for good reasons."
The agency has always been a place where brands went for bold and innovative ideas, and therefore, TABOO needed to have a brand that represented its ability to break the mould.
Given that TABOO is no stranger to the importance of evolutions, the rebrand reflects that journey and allows for continued growth as more and more projects walk through their, and out into the, world.
Speaking to LBB’s Casey Martin, TABOO’s partner James Mackinnon discussed what it takes to think internally about a brand, and the insights he gained from working on TABOO’s new image.
LBB> TABOO origins are extremely unique when it comes to the advertising industry, so how has that story informed its new image?
James> TABOO started with a vision to challenge the norm and push boundaries in the advertising industry. Our story is one of bold moves and fearless creativity. This history of being unconventional and daring has deeply influenced our new image. We’ve embraced a more fluid and dynamic visual identity that captures our essence of continuous evolution and breaking the mould. Our new image is not just a facelift; it’s a reflection of our journey, our growth, and the bold spirit that defines us.
LBB> Working within an industry that is constantly rebranding others, how does it feel to take the time to rebrand yourselves?
James> Rebranding ourselves has been a unique and introspective experience. While we’re experts in crafting identities for others, turning the lens inward allowed us to rediscover our core values and vision. It’s been a refreshing and invigorating process, giving us a renewed sense of purpose and direction. It’s like pausing to sharpen your tools – essential for ensuring we continue to carve out innovative and impactful work.
LBB> How does this new TABOO compare to the old TABOO?
James> The new TABOO retains the boldness and creativity of the old, but is presented in a more refined and contemporary manner. The essence of who we are – risk-takers and innovators – remains unchanged. However, the new visual identity is more adaptable and forward-thinking, allowing us to stay relevant in a rapidly changing industry. The old TABOO laid the foundation with its daring approach, and the new TABOO builds on that with a polished, modern twist.
LBB> The new branding is very fluid in nature - talk us through the process of deciding TABOO’s new look.
James> Deciding on our new look was an iterative and collaborative process. We wanted a visual identity that wasn’t static but could evolve and adapt, much like our approach to projects. We explored various concepts, drawing inspiration from our journey and the diverse range of work we’ve done. Fluidity became a key theme, representing our ability to morph and adapt while staying true to our core. The process involved a lot of experimentation, feedback, and refinement to ensure the final design truly embodied the spirit of TABOO.
LBB> What challenges arose and how did you overcome them?
James> One of the main challenges was balancing our rich history with the need for a fresh, contemporary look. We didn’t want to lose the essence of who we are while trying to appear modern. Overcoming this requires a deep dive into our values and what makes us unique.
We involved the entire team in this journey, gathering insights and feedback to create a visual identity that resonates with both our legacy and our future aspirations.
LBB> When rediscovering TABOO as a company and re-writing TABOO’s mission, what did you learn not only about the company, but also about yourself as an employee at TABOO?
James> Rediscovering TABOO made us realise just how much we’ve grown and how our core values have remained steadfast. Personally, it was a journey of understanding the deeper impact of our work and the role we play in the larger creative landscape. It reinforced the importance of authenticity, boldness, and the constant drive to push boundaries. This process not only strengthened our mission but also reaffirmed our commitment to being industry trailblazers.
LBB> What is something you've learnt during this rebrand?
James> When it comes to your own brand, it’s easy to say you want something new and different. But when faced with something genuinely unfamiliar, It takes courage and trust to ‘burn the ship’ and commit.
The immediate tendency is to lean towards the familiar because it’s more comfortable - but that’s often not the brief. I think the key is to suspend judgement and sit with the unfamiliar and see what it does to you over time.
LBB> What does the future look like for TABOO?
James> The future for TABOO is bright and boundless. With our new visual identity, we’re poised to tackle even more daring projects and continue setting trends in the industry. We’re committed to innovation, creativity, and making a significant impact with every campaign we undertake.
Our refreshed identity positions us perfectly to navigate the future, staying ahead of the curve and continually redefining what’s possible in advertising.
