Customer publishers Cedar is moving offices, changing its brand identity and launching a new challenge to the magazine and web content business.
It is moving from its current Mayfair location to 85 Strand, in custom-fitted offices above fellow Omnicom agencies Live and Interbrand.
The new offices will showcase the company’s new identity, a bold freehand logo against a red background.
Cedar managing director Clare Broadbent says the new look came out of a year-long branding and research exercise which identified the strong and unique qualities of the work made in Cedar.
“The Cedar logo is designed as a quality mark, a stamp of quality,” she says. “There’s a reason why companies such as British Airways and Tesco have shown such confidence in us over the years. It’s got a lot to do with the disciplined and pioneering way we go about things”.
Last year was in fact a record year for Cedar in profit terms and organic growth, with nine projects being awarded by Tesco, BA and TUI.
The agency also won the 888 gaming magazine and scored award successes for another newcomer, Liontrust’s Roar magazine, as well as for perennial winners Business Life and High Life for BA.
The company also brought top-rated Australian web agency, Reactive, into the Cedar fold. The new Cedar + Reactive operation is pioneering a new approach to online content.
It will see Cedar taking an increasingly forceful stance on commercial, branding and creative issues in the industry.
“Customer magazines is a much more grown-up and strong discipline – and we’ve been in its vanguard right from the beginning,” says Broadbent.
“But the challenge of social media and marketing fragmentation is much greater than many have yet realised.
She concluded, "The pressure to create targeted, stand-out, relevant work is just immense. Create a stir is our response and we’re convinced it’s the only way to go.”