Mabo

Taking a stand for good honest results

Client

Mabo

Project

The Mabo Rebrand

Services

Brand Identity, Brand Story, Brand Strategy, Design

Sectors

Digital & Technology, B2B & Professional Services

Taking a stand for good honest results

The Brief

Growing beyond their PPC roots, the challenge lay in replicating their reputation and knowledge across new service offerings. Transparency and a down to earth feel needed to seep through every element of the brand; stemming from their straight-talking simplicity and personal approach. At the same time, a bold and exciting undertone needed to be complimented by an air of understated intelligence. Ultimately the brand needed to reflect their core mission statement: Do good, be honest, get results.

Background

Mabo are an award winning digital marketing agency with a refreshingly straightforward approach. Since 2013, they’ve been a force for good; but in 2021, there was a need to refocus and clarify their brand. Their simple blend of intelligence, honesty and practicality helps demystify a complex sector and provide proven results.

The Solution

Mabo’s new flexible identity is playful and fun, yet still holds a bold authority that places focus on data, numbers and good honest results. The brand has been reinvigorated, with a re-energised blue palette that pops — setting them apart in the blue tinted tech landscape.

Taking a stand for good honest results

The Brief

Growing beyond their PPC roots, the challenge lay in replicating their reputation and knowledge across new service offerings. Transparency and a down to earth feel needed to seep through every element of the brand; stemming from their straight-talking simplicity and personal approach. At the same time, a bold and exciting undertone needed to be complimented by an air of understated intelligence. Ultimately the brand needed to reflect their core mission statement: Do good, be honest, get results.

Mabo are an award winning digital marketing agency with a refreshingly straightforward approach. Since 2013, they’ve been a force for good; but in 2021, there was a need to refocus and clarify their brand. Their simple blend of intelligence, honesty and practicality helps demystify a complex sector and provide proven results.

Growing beyond their PPC roots, the challenge lay in replicating their reputation and knowledge across new service offerings. Transparency and a down to earth feel needed to seep through every element of the brand; stemming from their straight-talking simplicity and personal approach. At the same time, a bold and exciting undertone needed to be complimented by an air of understated intelligence. Ultimately the brand needed to reflect their core mission statement: Do good, be honest, get results.

Mabo’s new flexible identity is playful and fun, yet still holds a bold authority that places focus on data, numbers and good honest results. The brand has been reinvigorated, with a re-energised blue palette that pops — setting them apart in the blue tinted tech landscape.

Mabo gestures of success.

Hands in the air

‘Mabojis’ were introduced as a playful way to express Mabo’s down to earth collaborative spirit. As well as being recognisable, they add a human, friendly and warm feel to the brand; that’s also so crucial to their personality. Alongside mega titles, they’re a positive way to draw attention and add both affect and emphasis to designs.

Mabo posters.
video

Loud and proud

Inspired by political campaigns and protest placards, Mabo’s design language builds on their no-nonsense mantra and antidote attitude to typical digital marketing agencies. Mega titles that are heavily type led get their message across, helping them say what needs to be said, honestly, loudly, proudly and usually with a smile.

As well as being visually big and bold, from a language point of view they’re punchy, playful and above all impactful.

video
Mabo type - no contract ever.
Mabo type - less mumbo, more Mabo.
Mabo - no signs.

No fluff, no guff

As an extra graphic asset, ‘No Signs’ are an alternative way to highlight everything Mabo is fighting against. These can be used as a focal point at large scale, or more of a detail when used small. Words are kept short and to the point, tying in directly with the protest placard influence.

Mabo stat.
Mabo stat.

Data made engaging

A key challenge with any brand is displaying numerical data or in-depth statistics in a simple but engaging way. For an agency like Mabo, where results are crucial, this is especially true.

And while elements like line graphs will require a fairly minimal approach with zero distractions, pie charts and infographics can make use of big headings, bold shapes and powerful numbers to clearly articulate facts and figures.

Mabo Instagram stories.
Mabo wall.
"Our agency and digital marketing landscape has changed so much since we set up. We’ve experienced rapid growth and have some bold plans for the future, we realised that our brand no longer reflected us or represented our agency. However, we recognised it needs to play a critical role in differentiating us, helping us attract the best team and attract clients who deserve better results. This wasn’t just getting a new logo for us. It was about redefining our story, unlocking our personality, evolving our identity and being braver and more consistent across our brand communications."

Lee Mableson

Managing Director, Mabo

Mabo stickers.
Mabo Mac stickers.
Mabo phone case.
Mabo cap.
"We chose Better for their process. It was critical that they challenged our thinking, immersed themselves in our business, understood our market, and engaged our team and clients. It really helped validate some of our perceptions, but more importantly it uncovered all the things that make Mabo so special, the things we just don’t talk about. The BetterBrandBuilder process has helped us be bolder and have more confidence with our brand. It’s led to a more relevant and much stronger new brand, a brand that the agency and team can be proud of which will set the foundations for our further growth.”

Lee Mableson

Managing Director, Mabo

Mabo brand guidelines.