We are obsessed with optimization.
We optimize ad structure, copy, creative, tactics, strategy, landing pages and brands based on results. We iterate on our work and take the learnings and make it better.
At least, this is what we do for our clients.
Our need to rebrand came out of a realization that our brand didn’t quite fit who we were as an organization anymore. We had spent time reiterating processes for honing our clients’ brands but we missed fully maximizing the opportunity to optimize our own company as well.
As a result, we started to discuss what Starburst should look like versus who we had become. This led to not only discussions about our brand and internal culture but also about our own processes.
As we reflected on all of this, one concept was apparent and continual—that we optimize and iterate while also encouraging our clients to do the same.
In many ways, Starburst was already becoming an agile organization—we’ve just chosen to accelerate this process.
What does agile mean?
Agile is a way of thinking about project and team management that comes from software development. It’s broken into many different ways of practice but at its core are four main values:
- Individuals and Interactions over processes and tools
- Working software over comprehensive documentation
- Customer collaboration over contract negotiation
- Response to change over following a plan
So what does that mean for an ad agency?
We interpret those agile values as follows:
- We understand that people drive success. Tools and processes are what we use but they won’t determine the success of a project.
- It’s better to show a client that something works by delivering relevant solutions that meet their needs than to write about it, discuss theories and create documentation.
- We involve our customers throughout the process. Not just at the beginning and end. We consult with them and treat them as part of our team. And we expect to be treated as part of their team. Customer insight and feedback is valued.
- We understand that things will change in the course of any project. We work with our teams and clients to incorporate change versus fighting against it.
So how does this affect our rebrand?
There are lots of things we need to get done—from logo development and website changes to our business cards and all the things in between.
And honestly, we’ve been talking about doing these things for almost a year!
Now we need to start doing—prioritizing action. So we’ve begun taking the steps to iterate on our brand, collateral and website. Doing chunks of work each week.
And the key is that we don’t think it should stop once things seems to be okay or “ready for a launch.”
In many ways, this goes against traditional marketing where we do everything and launch a big campaign all at once.
But this isn’t really the way marketing works anymore. We need to be flexible and adjust in response to the changing digital and marketing landscapes.
We are going to be working on our brand and website each week from now until our official “launch” and then continually after that—iterating and optimizing ourselves.
This means that you will see changes to our website each week. We expect that it might look a little mis-mashed at times. We will also be working on our collateral and will show you sneak peeks for that as well!
We will keep you informed of our progress along the way. In fact, you can watch it on our Trello boards here.
Additionally, we will be documenting our progress in blog posts on this site so you can see a bit about what we are doing and how we are doing it. This will include design, copy, development and process related posts.
We’ll be posting weekly on what’s going on, what we’ve accomplished and what we are learning. Stay tuned!