London-based brand experience agency SSG has evolved into a new brand: Matter.
The team says the rebranding reflects a refocus on the agency’s specialisation of design.
“We are rebranding to reflect the changes within the agency and the changing agency landscape,” agency managing partner Ross McGinn tells CN.
“Having delivered many very successful projects for brands, the perception of SSG had become that more akin to an event agency – we want to refocus on our specialisation of design (from strategic design through spatial design to digital and detail design),” McGinn adds, while stressing the agency retains the capacity to partner with other specialists to tailor its response for individual client requirements.
“We will still be delivering unique experiences and environments for global brands but, in a crowded landscape of agencies, we believe that our new brand will help emphasise our design specialisation,” says McGinn.
McGinn also explains the new name reflects the transformation within the business: “A culmination of over 25 years blending the talents of architects, designers, producers and strategists to pioneer the translation of brands into meaningful and innovative solutions: Brand Experiences that Matter.
“We believe design is more than simply putting pen to paper, design can define our behaviour and at Matter it is at the heart of everything we do. We design strategy and plans, we design touch-points and digital engagement, we design graphics and technical detail. We design the experiences and environments for your brand that will reach the right audience at the right time and in the right way.”
Wins within the last 12 months include: HSBC, Soap & Glory, Accolade Wines, Jagex and British Rowing, while the team has, in the past, also worked with Adidas, Fairline Yachts, Motorola, HTC, TNS & Waitrose.
McGinn tells CN his belief is that the agency landscape is a crowded one with an unspecified general offer from many agencies. “Clients are asking for clarity and we believe the future is in specialisation.”