Global events agency, Broadsword, has unveiled a new brand identity designed to better reflect who they are today.
The rebrand includes a striking colour palette, refreshed logo, revamped website and a new showreel and follows a period of significant growth, including international expansion into Hong Kong, B Corp certification and winning EVCOM’s Agency of the Year in 2024.
While its mission – to empower the right to speak and be heard, creating events and experiences that inspire positive change – remains unchanged, the new identity captures Broadsword’s evolution from an event production partner to a strategic creative events agency.
Matt Green, Broadsword’s strategy director, led the rebranding process starting with a series of questions to key stakeholders.
Insights gathered from clients, suppliers and the team helped shape the refreshed brand values: Authentic, Brave, and Committed which are now encapsulated in the bold new brand manifesto: B. The Edge.
Green said: “Authenticity, bravery and commitment allow us to B. The Edge. This is how we move forward as an organisation – with clarity, confidence and a bold, forward-thinking approach.”
Broadsword’s creative Lead, Aisha Kareem, brought the new brand identity to life by bringing personality to every touchpoint, from the playful fonts and electric colours to the warm tone of voice.
For example, Kareem explored the idea of conversations as a core part of how the agency works through the colour choices. She paired opposites on the colour wheel to reflect the energy of the team.
Kareem said: “This is a fresh, exciting and new beginning for us because it finally feels like us. We’ve crafted a special brand that feels cohesive and confident. It gives us a clearer position in the industry, a stronger voice, and a bolder presence, and we did it all in-house, which makes it even more meaningful!”
