So this is how we fixed the problem. To start with we conducted a brand workshop to get a more thorough understanding of the business and what sets it apart from its competitors. Out of these findings came a friendlier, softer, more caring identity. After all, Agee prides itself on being responsive, agile and able to help people in need quicker than its competitors. Everyone therefore agreed that this had to be the cornerstone of the new brand identity. We opted for a heart and hands symbol because it best represented how Agee really does look after individuals when they need it most. In support of this, we suggested a strap line ‘Care around your World’ which reflects how Agee offers a personal, bespoke service to its customers. Clearly, given that everyone has a different need or requirement, this theme had to be at the core of the new ID.