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The network has revealed its new logo as part of the move.
Lisa Pennell, who was appointed as Barry Plant’s chief executive officer in June, explained the brand’s renovation dates back to a time when her leadership at the boutique network was in its infancy.
“When we first unveiled the new brand to our directors at our leadership conference in Malaysia in June for their feedback, we expected that diverse tastes would be at play, as is often the case with any substantial change,” she said.
However, she revealed later that same day the brand’s potential facelift was introduced, the “true measure of how effective our intention for transformation would be” occurred when an impromptu vote on the rebrand was held with the presence of the network’s office directors.
The result? “A unanimous 100 per cent vote in favour of the rebrand as it had been presented,” she shared.
Ms Pennell’s initial reaction was one of surprise.
“For anyone who’s been part of a rebrand, particularly in our industry, they would know this is unheard of – each person willing to concede any minor personal preference for the benefit of the group as a whole,” she explained.
The new brand features shades of watermelon, cobalt and sand, which the network believes are symbols of its fresh start, representing vibrancy and authenticity – two core components of its new identity.
Network head of marketing Monika Kamienowska, herself a recent arrival at Barry Plant, noted the tireless efforts put into the rebrand by the team, which included support from Real Base and printing partners.
“Getting a rebrand to market in just three short months has been tough and we could not have done it without the support of our partners,” she explained.
Given the “early stages of every rebrand is never straightforward”, Ms Kamienowska shared how the team mitigated this by “approaching it collaboratively”.
She heralded this collective effort as “minimising the impact of any gaps extremely effectively”.
Barry Plant’s rebrand has just been received warmly from within the network’s walls, with Ms Kamienowska stating the “outpouring of support from clients, partners and the community has been nothing short of inspiring”.
“This is just the beginning of an exciting journey and the brand is committed to pushing the boundaries further,” she added.
“Barry Plant has been reimagined, but our commitment to innovation and excellence will continue to evolve,” she concluded.
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