Transform Magazine: Re-branding from a branding agency to a global design company – 2021


Re, the global branding agency part of the M&C Saatchi group, has relaunched as a design company, with the goal of helping organizations rebuild, renew and inspire connections.

This shift stems from several new business victories and growths that have seen the company increasingly use design-driven thinking to solve business problems and create experiences that extend beyond daily rebranding.

Over the years, Re has realized how design has emerged as a field capable of solving very complex and often intangible problems that overshadow traditional solutions. The company began to focus on the power of design, which led to the creation of a new website and a new positioning, “Design to Connect”. In it, Re saw the potential of design, to connect and provide pathways and emotional engagement.

“Design to Connect is more than a sales pitch. Over the years, we’ve seen how design has the ability to connect hearts to minds, problems to solutions, and people to products and experiences. We are obsessed with the power of design, so for us Design to Connect is a call to arms. And we call ourselves a design company. Not an agency. This is important because design goes beyond the appearance of an object or the message it conveys, ”explains founder and CEO Patrick Guerrera.

Re’s new offering includes digital product and service design, customer experience design, spatial design and employee experience design.

“Our customers, new and old, see the value of design and want it to touch every part of their organization. They want (and need) the promises their brand makes to customers resonate with their employees as well as society at large. What we do at Re is use design to connect every layer of a business, from the C suite to a company’s employees, to consumers – so that everything about them and their business is connected. We call it full-stack design, ”adds Guerrera.

Re’s reinvention is part of the larger overall strategy of the M&C Saatchi Group whose proposition is to navigate, create and lead meaningful change.


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