Harbinger rebrands with move to new office space

Both office and staffers get a professional makeover Harbinger Communications is using its recent move to new downtown Toronto offices as an opportunity to refresh its brand identity – what it calls its “brand essence” – as well. “It was time for us to rejuvenate ourselves,” said Jeff Weiss, president of Harbinger. “We haven’t changed […]

Both office and staffers get a professional makeover

Harbinger Communications is using its recent move to new downtown Toronto offices as an opportunity to refresh its brand identity – what it calls its “brand essence” – as well.

“It was time for us to rejuvenate ourselves,” said Jeff Weiss, president of Harbinger. “We haven’t changed our positioning – we’re still focused on marketing to women. And our tagline, ‘We’re always thinking,’ hasn’t changed. But our brand essence has been changed to the idea of being driven by forward thinking.”

Weiss said it’s not a huge shift, but it reflects more of where Harbinger is now than when the agency branding was developed 12 years ago.

“Clients notice a difference when they see everything combined. It’s about the energy and rejuvenation that people feel in terms of our new office and our new look. We’ve also developed guidelines, called ‘Harbinger’s Guide to Inner Space,’ that address how we want our space to look at all times, whether our clients are here or not,” said Weiss.

“We’re creative, but we’re also professional in our space and it reflects our image, as well.”

The overhaul extends beyond the light fixtures and foyer. Harbinger held an employee retreat in June and brought in well-known professional image consultant Mary Lou Andre to help the staff look and dress in a way that is consistent with the agency’s brand.

“Over the past few years, we’ve seen business attire become more and more casual at agencies,” said Weiss. “We realized that how we present ourselves to clients and others is a reflection of both our agency and the individuals who work on our team. It’s important that our clients focus on what we are saying and not what we are wearing, and we felt that it was time to put some parameters around our overall professional image.

Weiss said the result has been “dramatic” and that the staff “now presents with greater confidence as a result.”

Bing Creative, Harbinger’s graphic design sister company, handles internal graphic design mandates for the agency and did the logo rebranding.

The agency works on 35-40 brands into total. Unilever is its largest client, with roughly 12 brands.

Advertising Articles

Scotiabank brings its movie marketing to Instagram

The Scene loyalty program finds a new home on Instagram

Hall of Legends 2015:
Andy Macaulay

Being the youngest kid in a political family helped found a remarkable career

Hall of Legends 2015:
Arlene Dickinson

An entrepreneur who's building her business around those who follow suit

Bud’s Red Lights bring Quebec puck makers to Nassau Coliseum

Anomaly crafts more stories of everyday fans getting big-league surprises

Travel Alberta uses Tumblr to inspire “winterlust”

Sponsored posts and targeted online ads tell travelers "Remember to breathe"

Jeff Dack joins Lowe Roche as chief strategy officer

The exec will be tasked with continuing the growth of strategy at the agency

Steve Groh joins Cossette in Toronto

Former Bensimon-Byrne VP joins recently acquired agency

On The Move: New talent at Intent, Marblemedia, Eyereturn

A weekly recap of who’s headed where in Canadian marketing and communications

Michael Murray joins SapientNitro

Veteran writer and executive joins from Blammo Worldwide