Sharpening a Boutique Communication Firm’s Relative Angles

More than cookie cutter comms, Relativity, run by A+P and Weber Shandwick alum Renee Rossi, offers entrepreneurs, powerhouse brands, and legacy businesses an agile, content-first approach to the new media world. They enlisted Fazer to help up-level their brand with a sharper identity, market position, and story to capture their all-in, no fluff strategy that has made them trusted by businesses like Honeywell, Samsung, and DreamWorks.

Strategy work began with an in-depth look at competitive public relations firms and comms consultancies, analyzing their positions and pinpointing the exact market opportunity. Traditional PR firms, we found, manage clients with rigid processes and utilize large, non-specialized teams. In contrast, The Relativity team’s approach is built to drive specialized newscycles. Having spent years honing expertise across sectors. Their combined business acumen fuels their strategic approach to narrative development.

Fazer positioned the new brand around the idea of “Precision.” While other firms chase and react, Relativity takes highly-targeted action with a new media mindset that actually moves the needle. By speaking directly to the real power players with the most honed perspectives, the firm provides value that other agencies do not. Plus, this a major pain point for potential clients who invest heavily in PR and comms, to be left with very little obvious impact.

We proceeded to develop Relativity’s brand narrative, careful to reflect, in every phrase and sentence, the no-fluff, no wasted energy attitude of the Relativity team with active, captivating copy and a new tone of voice that speaks directly to the value delivered. “We align communications strategies with business trajectories to tell stories that amplify greatness,” the new website reads. “Whatever your business requires, we bring it to life through our integrated, content-led comms that prioritize precision placement.”

With foundational strategy developed, we leapt into visual design, creating an identity to bring the Precision story to life. We created a logo inspired by a physics vector graph to capture the team’s calculated approach to multi-dimensional storytelling. The icon is composed of two reflected angular shapes that grow from a central point of precision, communicating the forward momentum and the expansive impact that precision media placement delivers. The wordmark is elevated with a Spezia Serif typeface from the Luzi Type Foundry, customized for added high-end gravitas.

With this new, focused brand position and identity, Relativity now has a visual and verbal platform that matches their style of service, reinforcing their specialized approach to shaping the narratives of the world’s most exciting businesses and business leaders.