case study: Red Gem supported Thwaites Communications to relaunch under a new name while protecting its brand legacy

Thwaites Communications, company logo
Allegory Comms homepage

Who are they?

Emma Thwaites launched Thwaites Communications in 2012. By 2019 the firm had grown into a fully staffed agency, and Emma made the decision to relaunch with a new name which would better reflect the organisation’s evolved identity and growth strategy.

Where were they before working with us?

Thwaites wanted to relaunch their brand as Allegory Communications, with a bespoke new website and bolder visual identity that better reflected the firm’s strengths ,as well as its standing within the technology and innovation landscape.

What problem were they facing?

Thwaites Communications’ success and reputation were inextricably linked with that of its founder. The challenge was to transition to a new name and new brand look without compromising that legacy

What did we do to solve it?

Red Gem worked alongside Allegory’s Director of Business Development and her own web development associate, to create a bespoke website and visual identity that communicated the new brand’s core values while protecting established brand codes

What results did we achieve?

A successful, simultaneous transition and coordinated relaunch campaign across all social media and digital marketing channels. Excellent recognition from high-profile clients and stakeholders as well as internal feedback on the rebranding team’s success.

Client Impact Statement

“Thank you for your tremendous work today, and in the months leading up to today, to get Allegory ‘live’ in the world. What a great way to start the year! A fantastic new brand and some great new clients to launch with; the culmination of a huge amount of hard work.

The website, fresh content and social media has been amazing and all the work that went into getting the back-office, organisation and administrative elements in place was second to none.

Emel, you’ve really steered this particular ship to its safe harbour – what an amazing woman you are! Thank you for everything you’ve done. I’m so delighted with today’s launch, I can’t begin to say how grateful I am.”

Emma Thwaites, Allegory Communications