The new identity reflects the agency’s focus on guiding its clients from behind the scenes. The name Hidden Characters is inspired by the unseen symbols used in word processing programs. These symbols give text its structure in the same way that Hidden Characters helps shape public perceptions of its clients’ brands. Applications play on the relationship between the seen and the unseen, hiding and revealing the hidden characters to demonstrate the nuanced role of PR. The end result is an intelligent and distinctive typographic treatment that is embedded with meaning.

The Hidden Characters logo is rendered in a modern play on a traditional newspaper serif, as a nod to the roots of PR. Print collateral plays on the relationship between the seen and the unseen. A transparent orange sleeve on the brand book slips back to reveal the hidden characters beneath. Elsewhere, under-printing, French folded paper with text printed inside, and clear gloss printing bring the idea to life. A set of pencils speaks to the agency’s role in shaping the narrative around clients. Each one was printed with how many words or sentences it could write.

The rebrand’s success was immediately apparent as the Hidden Characters identity garnered a positive reaction in industry press and media, with almost 20 media opportunities and 13 articles written since launch. The agency’s Instagram following increased by 40%, and the agency enjoyed a 20% increase in new business leads. The rebrand also helped elevate the standing of individuals within the agency, with Annalise Brown, Managing Director of Hidden Characters being appointed chair of the Public Relations Council (PRC) and as a board member of The Communications Council (TCC).