BerlinRosen

BerlinRosen, originally a politically-focused public relations firm, had expanded over 15 years to offer a wide range of services and verticals. Despite its growth, the firm was still perceived as a political PR agency and operated with its original napkin-drawn logo. BerlinRosen needed a new brand identity and website that reflected where they were headed, showcased their diverse services, and helped differentiate them from competitors.

Leading a team at Sullivan, I was responsible for developing BerlinRosen’s new brand positioning, visual identity, and website. The challenge was to create a brand that would represent their evolving business, unify their services under one cohesive umbrella, and stand out in a competitive landscape.

Through research, we identified a key opportunity: while BerlinRosen’s competitors focused on promoting their strengths, no one emphasized the clients they served. We positioned BerlinRosen as a client-first agency, making their clients the heroes of the narrative. This strategic shift impacted the brand’s language, user experience, and visual design. We developed the tagline “Your Mission Above All,” reflecting BerlinRosen's commitment to embracing their clients' goals as their own while highlighting the agency's tenacity, agility, and expertise.

The rebranding and new website launch garnered extremely positive feedback from BerlinRosen’s leadership and stakeholders. The new site saw a 90% increase in visitors and a 38% decrease in exit rate, signaling stronger engagement and a more effective digital presence. The refreshed brand has helped future-proof BerlinRosen, setting them up for continued growth and success in a competitive market.

Client: BerlinRosen

Role: Sullivan, Brand Strategy Director

Project: Research Design and Implementation, Brand Positioning, Digital Strategy, Visual Identity Brief and Creative Management