Yellow aims high with brand refresh

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Led by newly appointed ceo *Darren Linton, a veteran of business disruption and the former head of international marketing for Universal Pictures, Yellow has just launched a brand refresh to better reflect the brand’s digital-first identity.

Blue is the new black at Yellow – but, beyond the brand refresh, Yellow not only remains a champion of growing small and medium businesses in New Zealand, it is now aiming to establish itself as this country’s biggest digital agency.

One of New Zealand’s largest and most successful resellers of Google Adwords – and the recent winner of the 2017 Australasian Google Premier Partner award for best in Growing Businesses Online – Yellow’s digital services already makes up 40% of revenue ($38.5 million digital versus print revenue of $56 million).

Yellow’s walking fingers now make way for a ‘splash-like’ logo that reflects what the agency calls ‘a ripple’, a ‘touch point’ or ‘switched on’ effect.

The famous yellow colour remains because its message of ‘optimism’ and ‘sunshine’ is timeless, but the black makes way for midnight blue to convey trust and innovation.

“Our refreshed look catches up with where Yellow is and how it is leading the way to make New Zealand the most connected country in the world,” says Linton. “We help our customers target the right audience with their website, video, digital advertising and social media.

“The famous yellow colour remains because its message of ‘optimism’ and ‘sunshine’ is timeless, but the black makes way for midnight blue to convey trust and innovation.”

“It has and always will be our mission to make people’s lives easier, and we’re doing this through our strong suite of digital products, helping to strengthen communities – ultimately, SMEs do well when they can access digital products and services that enable them to tell their whole story and connect with consumers.”

Underscoring Yellow’s transformed positioning is a seven-year track record in the digital services space, during which time the company has generated more than 30 million Adwords clicks, 3.4 million Adwords conversions, 13 million interactions and 66,000 reviews on business listings for its more than 7200 customers.

Linton said Yellow aims to use its online sales and digital marketing services platform to make owning and running a business easier by solving SME pain points which range from finding and keeping good staff, managing costs, juggling too many hats, to managing reputation.

“Our rebranded www.yellowbusiness.co.nz website provides SMEs with a hub through which they can easily navigate through their businesses needs and find suitable solutions and relevant information,” he says.

“The content on this site is updated regularly so SMEs can keep coming back and learning something new to help them do business better.

“As we gear up to lead this pivotal shift in how consumers search for and absorb information, and business owners engage with their audiences, it is vital that we start having these conversations now. We know that at least half of Kiwi businesses do not even have an online presence, so we feel obligated to help Kiwis make this shift.

“Not only as a brand, but as an industry, this is a key turning point, and one that I’m very familiar with. During my 14 years with Universal Pictures, it helped lead the change from Blu-ray and DVD’s dominance to decline as streaming and online entertainment became the norm.”

CREDITS

As a show of its true agency capability, Yellow managed its full brand refresh – including design of its new logo, new website, video collateral and all imagery – in-house.

About Yellow
Yellow is an award-winning digital marketing agency and Google Premier Partner. Confirmed as the best at growing business online in Australasia, Yellow is one of New Zealand’s largest and most successful resellers of Google Adwords. Yellow creates bespoke, cross-network solutions, designed to help businesses connect and grow. From offering free online business profiles, to managing Google Adword campaigns and building websites, Yellow offers a full spectrum of digital services.

With Yellow, White, 018, Wises, Menus, the New Zealand Tourism Guide and finda – somebody uses the Yellow network to find someone, somewhere or something, 15 million times every month. A significant amount of this exposure drives conversions for business by directing consumers deeper into the decision-making process.

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