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The Drum: How does a rebrand provide opportunity to energise a business?

Words by Luke Taylor

19 April 2023

The Drum: How does a rebrand provide opportunity to energise a business?

It’s in the (beautiful) game!

As EA sports unleashes a new name and brand identity brimming with triangles for its football game offering, The Drum approached us to find out how a successful rebrand shapes up.

The leading global publisher for the marketing and media industries wanted to get our perspective on how businesses can get their customers to adopt a rebranding strategy.

UnitedUs Creative Partner and Co-founder Luke Taylor chatted to The Drum about what a business should be asking itself before a rebrand.

READ THE ARTICLE: Branding experts share how to get your rebrand to stick with your audience

As gaming giant EA Sports departs from FIFA, they’ve recently launched their new brand EA Sports FC. Leaving behind such a deep and far-reaching brand heritage has opened up the opportunity for EA Sports to reinvent what their football offering is.

No doubt the new brand has scored in terms of cultural relevance and an instantly recognisable identity system, but what’s behind the triangles – how does rebrand shape up? Luke shares his thoughts on this pivotal moment.

“Rebrands are a fantastic opportunity to energise a business, a market or, in the case of EA’s Sports FC, an entire gaming genre.”

The weight of an entire genre of sports gaming may have rested on the shoulders of this rebrand, but whatever the stakes (or stakeholders), businesses need to think carefully about their motivations to change their brand’s look and feel. As Luke points out, the outcome of a rebrand hangs in balance of how well you can connect with the people you’re trying to attract.

“With any rebrand, success or failure will depend on the relevance and resonance you can instill in your audience. The first question will always be ’why?’, so you need to answer that head-on, amplifying the value of the new direction, championing the positive differentiation it provides to grow the business, and ultimately hype up the excitement around the future of the brand.”

Capturing the true essence of a brand enables it to show up authentically to its audiences. And that’s exactly what we did for fire cooking specialists and expert foragers Hunter Gather Cook. Crafting their story, we communicated the expertise and consideration they exude when delivering their sought-after food experiences.

The ‘why’ for HGC’s rebrand was simple: they needed a new identity that would take them from a homespun entity into a brand that was capable of showcasing and developing their high-quality offering.

To match their growing prestige and popularity amongst a loyal pack of in-the-know celebrity fans, global organisations and worldwide news publications we gave them the tools they needed to attract people to their brand. From a custom serif font featuring axe cuts and distinctive tone of voice, to a photographic style that consistently puts their personality into the picture, the rebrand enables them to show up with authenticity, intrigue and assuredness.

If you’re asking questions about a rebrand, we’d love to help you identify the answers. To talk more about what a rebrand could unlock for your business, just get in touch.


Luke Taylor, Co-Founder, Creative Partner

Luke's brain thrives when thinking at the junction of commercial and creative strategies. When he's not building brands or businesses, Luke is found with a camera in hand, on an adventure with his family or refining a meal in the kitchen.