Media agency Half Dome launches new brand identity and campaign via By All Means

Independent media agency Half Dome has today announced a new brand positioning, via By All Means and Untangld, centred on the agency’s promise to unlock the ‘Whole Potential’ of its clients and people.

The rebrand comes as the agency celebrates its sixth year of operation. In this time Half Dome has grown to a 65-person strong agency representing clients in Melbourne, Sydney, Geelong and Ballarat across full-service media planning and buying, SEO and performance creative production. Half Dome is one of a select few independent agencies challenging national holding groups for market share.

Half Dome engaged creative agency By All Means and external brand consultants Untangld to assist the agency develop its positioning and new brand identity. The discovery process included extensive interviews with staff, clients, the industry and external partners for more than nine months.

The new brand positioning reflects the agency’s commitment to attracting and retaining clients and people who share a challenger mindset and are energised by the concept of doing boundary breaking work which will be remembered as the best in their career.

The brand refresh includes a complete update of the company’s visual identity and brand assets and will culminate in a physical move into a long-term, custom-built home later this year.

Says Mat Cummings, managing partner of By All Means: “We love working with the Half Dome team on client projects, so to be given the opportunity to bring the By All Means creative skills to the Half Dome brand was a project we couldn’t wait to take on. The challenge, as with any good brand, is bringing to life the truth via inspiring stories and visuals, and communicating what’s in it for all stakeholders, all the time future-proofing the brand.”

Says Ed Howley, creative partner at By All Means: “We like the story of why the Half Dome partners got together, and their passion for furthering their team members’ careers and their clients’ businesses was great to bring to life.  The tagline we developed – ‘Whole Potential’ – really talks to this, and we think brings greater resonance to the Half Dome name. We also wanted distinct and vibrant visuals that had a new level of sophistication to them, to signal where Half Dome is heading. Straight to the top.”

Says Olivia Fleming, creative director, Half Dome: “By All Means have created a modern and approachable brand identity with a distinctive and unique colour palette. The new Half Dome identity features a modern and refreshed logo, with imagery that symbolises bringing halves to whole, achieving one’s ‘Whole Potential’, and reaching one place from another. The imagery is amusingly unconventional and portrays our personality perfectly.  The brand campaign emphasises our commitment to helping our clients and people achieve their ‘Whole Potential’.”

Says James Needham, strategy director of Untangld: “Half Dome is often perceived as a ‘hot indie start-up’, when the truth is it’s a genuine alternative to the big boys. It was a pleasure working with them on a strategy for the business built around ambitious growth and real authenticity. It’s hard to think of another business in the industry with such genuine care for its team, matched by work that breaks the boundaries.”

Supporting the new brand is a custom-built website from the team at Straight Out Digital, who worked closely with By All Means to bring the design to life through digital channels.

Says Christian Fish, director at Straight Out Digital: “As Half Dome had recently gone through a wonderful rebrand, it was important to work alongside their branding agency to ensure we encapsulated this new brand in a fun, interactive, and animated way. All of this was brought to fruition by our UI design team working closely with our developers to make it happen.

“We’re incredibly grateful for the opportunity to work with Half Dome and feel honoured to be considered an extension of their team. This project was a true labour of love and we’re excited to see where this partnership takes us in the future.”

Half Dome has launched ‘Whole Potential’ with an out-of-home and press campaign that will run nationally over the coming months.

Client: Half Dome
Creative Director – Olivia Fleming
Graphic Designer – Gabriel Olivieri

Creatvie Agency: By All Means
Managing Partner – Mat Cummings
Creative Partners – Ed Howley and Toby Cummings
Art Director – Britt Manning
Art Director – Jacob Redding