A bold new brand identity for an evolving agency
Genie Goals approached Big Bear to refresh their visual identity after many years with the same brand. While the business had grown and evolved significantly over that time, the visual identity had stayed much the same - and no longer reflected the confident, modern agency they had become.
With updated brand strategy and messaging already in place internally, Genie Goals needed a visual identity that felt more aligned with their current positioning, culture and ambitions. The goal was to create a bolder, brighter and more distinctive brand presence, then roll that out across their key online touchpoints.
The opportunity
Genie Goals is an independent performance marketing agency specialising in Paid Search, Paid Social, and Affiliates & Partnerships for established ecommerce brands, particularly in the lifestyle, fashion, home and premium consumer sectors. Over the years, the business had evolved, but the brand had not kept pace.
Their existing visual identity was beginning to feel dated, and no longer reflected the strength of the team, the clarity of their offer, or the kind of clients they were attracting and wanted to attract more of.
Having already worked with Genie Goals on design and website projects for almost five years, Big Bear had a strong understanding of the business, the team and the existing brand. That meant we could build on solid foundations while helping them shape a visual identity that felt much more inline with who they are today: bold, confident and unapologetically Genie.
What we did
We began by reviewing Genie Goals’ updated brand strategy, messaging and client profiles, using these as the foundation for the visual direction. From there, we developed moodboards and explored creative routes in order to define a new design direction that felt aligned with their brand archetypes, current positioning and the personality of the business.
Working closely with Genie Goals’ CEO and Head of Partnerships & Marketing, we evolved the identity into something much bolder and more vibrant. The decision was made to retain the original logo as a nod to the brand’s legacy, while building an entirely new visual world around it - one that felt brighter, more confident and far more reflective of Genie Goals today.
Alongside the new visual identity, we created a comprehensive suite of brand assets and guidelines to help the Genie Goals team roll the new look out consistently across every touchpoint. This included colour, typography, graphics, icons, image styles and clear guidance on how the brand should work as a whole, giving the team everything they needed to apply it across their online channels, including social media, pitches and proposals. We also created a detailed proposal template to support polished, on-brand presentations and documents going forward.
As part of the rollout, we carried out a full re-design of the Genie Goals website to bring it in line with their new visual identity. What began as a visual refresh became a more substantial website project, including a complete overhaul of the front-end experience. The new site introduced a cutting-edge navigation system, slick animations, video integration and a significantly improved user experience, while still retaining the existing CMS in Webflow so the back-end remained familiar and easy for the team to manage. We also deployed a content delivery network to improve site speed and performance.
The outcome
The finished brand feels like a clear step forward for Genie Goals: brighter, bolder and more distinctive, while still rooted in the values and personality that have shaped the business over the last 14 years. It gives the team a visual identity that better matches the level they operate at today and supports how they want to show up in a competitive agency landscape.
Crucially, the rebrand was not just about how Genie Goals looked, but also how the business presents itself consistently across every touchpoint. From social content and proposals to the website itself, the new identity gives the team a much stronger and more cohesive platform to communicate their offer.
The new website plays a big role in that. More than simply reflecting the updated brand visually, it gives Genie Goals a more modern, confident and high-performing online presence, helping them represent their new direction more clearly online. The informal feedback so far has been really positive, and the team love the new site.
As Genie Goals shared when launching the new brand, this was about creating an identity that finally caught up with the business they had become: bold, dynamic and unapologetically Genie.
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