COLLINS

Broadening the narrative and showcasing the power of design.

Challenge

While COLLINS is considered a world-class branding, strategy and design company, its success is largely attributed to its founder Brian Collins. TRUST needed to raise the profile of the company’s broader talent base and showcase the full spectrum of its diverse thought leadership. It also needed to elevate the conversation about the work to demonstrate the transformative power of design.

Solution

TRUST developed a communications strategy that would reframe the media narrative that the success of COLLINS is attributed to a single person. TRUST highlighted the strengths and expertise of key company talent, while it also continued to leverage the founder’s name recognition. To elevate discussions about the work, TRUST showcased key projects to emphasize ingenuity and illustrate how COLLINS uses design to solve problems and build the future.

Key Quotes

"The Collins team, led by creative director Louis Mikolay, created a type-forward new brand that’s decidedly contemporary and dynamic, with an elongated serif typeface that, like music, shifts based on mood, context, and medium. The modernized brand is more friendly and accessible, widening the tent by targeting not just younger audiences, but an array of music aficionados, whether classical fans or not."
Fast Company
"Taamrat Amaize joins Collins as head of strategy. Before this role, Amaize was at Interbrand and Wolff Olins. 'People now demand that the brands they support contribute and regenerate value rather than extract and exploit it,' she said. 'They want brands to take a real and clear position, make it part of their business and be consistent. So that’s what I’m intent on doing more of at Collins—strengthening, growing and scaling our clients’ businesses in a way that can make a real, unignorable impact.'"
Adweek’s AgencySpy

Key Press