Hopkins
Unconventional character
Hopkins is a well-known player in digital marketing, specializing in SEO, digital ads, marketing automation, and analytics. The updated brand identity is designed to be bold, playful, and visually engaging, reflecting the agency’s friendly, innovative, and authentic character.
Starting point
Hopkins’ old visual identity and messaging felt outdated and didn’t match the fast-paced digital world it operates in. The brand lacked cohesion, and its voice wasn’t clear or strong. Hopkins needed a fresh look and feel to better showcase its expertise, culture, and client-focused approach.
Refreshing the brand was key to standing out from competitors who often rely on jargon-heavy, conventional styles.
Approach
The goal was to create a more human, approachable brand while keeping the essence of Hopkins intact. We shifted from a traditional corporate style to a more personal, relatable design, making the brand feel both familiar and fresh.
The new design system is flexible, representing Hopkins' wide range of services and emphasizing its user-friendly, customer-first philosophy.
Impact
The project gave Hopkins a distinctive new identity system, along with clear guidelines for building and evolving the brand in the future. The refreshed branding empowers the agency with a strong foundation of templated guidelines, offering both inspiration and structure to ensure consistent, innovative communication moving forward.
Awards
Collaborators
Awards
Meet Hopkins, the illustrated character
Hopkins' character is a reincarnation of the marketing ideology creator Claude Hopkins, bringing him to a new digital era. The character's visualization combines Claude Hopkins' signature elements - spectacles and a moustache - with a bowler hat containing surprising digital marketing solutions. Hopkins boasts a personality characterized by a problem-solving attitude and communicates in a fun and memorable way.
.webp)
