I

Amy Phillips assumes the role of Creative Director at PeakBiety.

Amy Phillips, Creative DirectorTAMPA, FL—PeakBiety branding + advertising® has placed Amy Phillips in charge of the agency’s creative development efforts.

During the past three years, Amy has served as the agency’s Associate Creative Director and Senior Art Director—fulfilling an instrumental role in branding and design efforts for a variety of clients including Numara Software, Persystent Technologies, Eckerd Youth Alternatives, Florida Hospital Waterman and Tampa Electric among others.

“Amy’s style and experience have enhanced PeakBiety and the clients we serve,” Glen Peak, President of PeakBiety said. We’re very pleased that she has accepted this new role.”

A Wesleyan Univeristy honor’s graduate and student of the American Academy of Art, Amy has enjoyed a more than 20-year career in the field of advertising. She has created effective campaigns for such clients as IBM, Pier One and Schwepp’s. Her work has appeared in Print Magazine’s regional design annual and she has won numerous local and regional awards, including the Tampa Bay Advertising Federation’s Best of Show. She has also played an active role in the local advertising community, working with the Tampa Bay Advertising Federation, serving as an adjunct professor at the University of South Florida and sitting on the boards of both the Creative Club of Tampa Bay and Las Damas de Arte.

PeakBiety branding + advertising® services local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”

PeakBiety is one of the few agencies in Tampa Bay to meet the strict requirements for membership in the prestigious American Association of Advertising Agencies (4As). For more information, call Glen Peak at PeakBiety branding + advertising, 813-227-8006, extension 114, e-mail gpeak@peakbiety.com or visit peakbiety.com.

#        #        #

Rebranding An Advertising Agency

By Amy Phillips, Creative Director

When I joined PeakBiety branding + advertising, about 3.5 years ago, it was as if the agency adopted me into a family (and I had adopted an agency). My new digs had a different name on the door and a foreign brand identity everywhere. An identity I had not been involved in creating. It was like wearing someone else’s shoes that didn’t quite fit but I began to get used to them. Or so I thought…

During my first month on the job, a project was opened for a “New Agency Brochure.” What started out as a straightforward concept involving optical illusions and “The Power of Perception,” evolved into much more than a mere brochure. You know the concept is on target when the title of the brochure begins to be considered as a new brand promise.

By the time the creative group had the collective epiphany that we were looking at much more than a new agency brochure, senior management saw the writing on the wall. Literally, the creative team started plastering the walls of the agency with our new iconography and colorful identity. New logo, brand promise, letterhead package, signage, website—you name it—it followed. And the evolution and extension was quite natural as it usually is when the “big idea” is so strategic.

Normally, it’s not easy for an advertising agency to rebrand itself. Brand building for a company, particularly an advertising agency, is an incredibly arduous task even with an in-house design team. Not only is finding time to work on it a problem—when we are busy with paying clients—but feeling satisfied with the work is another. Why do the cobbler’s children have no shoes? Because working on your own stuff can be paralyzing. The self-conscious process is more than intimidating. The work not only needs to be effective at capturing the essence of our company. It needs to be a model of the best of the best. We hold our own branding up as an example of the quality and attention to detail our clients should and could give to their own brands.

The story here is about how branding, or rebranding, can be a journey over time. What starts out as a simple idea gets sharpened, fine-tuned, polished and extended. It becomes embraced and loved by those who have created it and stand by it. More important, it can convey what an entire company stands for. It’s the essence of collaboration and the fruition of consensus. Then, when the right style and design are applied, it sings loud and clear.

« go back