SUNNYVALE, CA: Eastwick has rebranded and launched a new initiative focused on fueling the success of CMOs.
The refreshed brand, which was externally revealed on Monday, encompasses a new visual identity and positioning that showcases Eastwick’s expanded service offerings and capabilities as a fully integrated communications firm, said the firm’s founder and CEO Barbara Bates.
Since the company was established in Silicon Valley in 1991, it has grown to offer clients a wide range of services, including digital, social, content marketing, customer advocacy, editorial, and research and analytics.
"A lot of people who used to come to Eastwick were looking to hire a PR firm specifically, but now we have people coming to us because we have this integrated comms capability," Bates said. "The rebrand represents the fact that we are continuing to evolve and that change is inevitable, especially in this market."
As part of the rebrand, the firm is unveiling five versions of Eastwick’s logo because a "one-size-fits-all" approach doesn’t work in the marketing and communications market, explained Bates.
Canadian marketing firm McMillan aided Eastwick with the research that led to the firm’s new image.
"We did personal interviews with clients and people we want to work with and McMillan did third party interviews," Bates said. "Part of our rebrand is the focus on CMOs, so we talked to [marketing chiefs] to find out what challenges they were facing and what was on their mind. This idea of integrating the best comms functions together to come up with an overall strategy that gets results was something we kept hearing."
Eastwick started communicating the rebrand to staffers last week in a meeting where they went through the brand’s entire look and feel and discussed the meaning behind its assets.
"We had a whole workshop on living the brand [last week] to make sure we were holding ourselves accountable to the brand attributes clients see us for," Bates said.
Monday morning, the firm issued a release about its new look to customers and the market at large and published posts on its blog. In addition, clients will be sent Eastwick-branded bags of Legos with guidelines on what to build, and they will be encouraged to post their creations on Instagram.
In line with its rebrand, the firm is launching an ongoing #CMO2020 initiative, designed to partner directly with the C-suite to anticipate, build, and deliver the communications and marketing competencies CMOs require of their partners now and in the future. Eastwick plans on doing research and holding roundtables with CMOs.
"As part of this, we are also launching a CMO-in-residence program," Bates said. "We will be matchmaking by bringing in part-time CMOs to aid clients and work closely with them."
Eastwick opened an office in New York City last April to serve clients on the East Coast. Its other offices are in Silicon Valley and San Francisco.