Think Artfully: Behind the Rebrand
After nearly 30 years in the industry, we felt it was time to update our branding to reflect our wealth of experience, values, and future ambition. And thus, Three Blind Mice became Think Artfully. But what exactly does it take to create a new visual identity and why is embracing change so important?
After nearly 30 years in the industry, we felt it was time to update our branding to reflect our wealth of experience, values, and future ambition. And thus, Three Blind Mice became Think Artfully. But what exactly does it take to create a new visual identity and why is embracing change so important?
With a mission to create lasting positive change, it was our pending B Corp certification that prompted a complete reorganisation of what was Three Blind Mice and its associated companies.
Now, as Think Artfully, we and our sister companies Jelly London, Jelly Europe and Jelly New York all sit under the umbrella entity known as TBM Group, where the Three Blind Mice name and legacy lives on. From there, all policies and initiatives will roll out across the board, keeping our culture, values and ethos shared.
Inevitably this rebrand meant saying goodbye to our beloved Three Blind Mice mascot, Leicester Mouse. And whilst we had grown to love our cheeky mouse branding, we realised that we could be doing more to simply but effectively show our clients who we are, what we do, how we do it, and most importantly why.
Though the services and types of work have changed over the decades, it's our values that remain the same – our staunch commitment to creativity, and importantly... our ability to always think artfully.
"I had no qualms in changing our brand to Think Artfully after 30 years of Three Blind Mice, because change and the embrace of it is what drives creativity, not the longing for what used to be – we have always moved forward and with Think Artfully we continue with that."
When we began trying to decide how best to convey our brand ethos, it came down to what was most important and that is showing what we do best: working with agencies and brands across the world to bring creative concepts to life. Integral to this are our services, which span storyboarding, animatics, visualising, and scribing -in both live and digital environments.
"Whilst we had lots of fantastic examples of our work there wasn’t much to help communicate what we do, how we work and why. The big difference between us and most other creative agencies is that we specialise in the early stages of a project, we help at the idea stage - the thinking stage."
The branding, strategy, visual identity and digital experience design for both Think Artfully and TBM Group was carried out by London-based studio, Patron. Additionally, we devised and created the new illustrations and animations with the help of a talented team comprising of illustrator Alex Tait and animators KITCHEN, both of whom are represented by our sister company Jelly.
"The team at Think Artfully came to me with the idea of creating a series of animations to sit within their website. The idea was that the illustrations and animations would give an idea of what they did in a fun, playful way. They wanted a hand character that would navigate the different worlds by using their scribing abilities to navigate obstacles and solve problems."
"When coming up with the worlds and characters, I wanted to capture a sense of surrealism but also a level of familiarity. They needed to be immediate and simple. Keeping it to just black line work helped limit the amount of information you could include and also looked clean and rich when being sat on the cream background Think Artfully use. This also lent itself well to being animated by the incredible team at Jelly Kitchen who used frame-by-frame animation to give a real fluidity to each of the different animations."
Stepping into a new era as Think Artfully, we feel confident that we are putting our best foot forward in showcasing our services, values, and ambition for growth.
Want to find out more about how we can help you think more artfully? Get in touch with us, here.
There’s only room for a fraction of our portfolio online. If you’re after specifics, get in touch. We’ll create something just for you.
Get in touch
