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 identity pairs Grilli Type’s Sectra with the symbol set from Lineto’s Brown. In the logo, GT Sectra brings a sense of gravitas that nods to PR's traditional newspaper roots. Digitally, Brown dominates, bringing through a practical and personable quality, while hidden characters shape the way visitors navigate online. In print applications such as the brand book, letterhead and business cards, the impactful type of GT Sectra comes to the fore and playful details emerge. The 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.

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).

The strategic approach stemmed from an insight around the changing role of the PR industry. Today’s consumers have switched on to inauthentic brand endorsements and obvious product placement. Brands need to find ways to have genuine and meaningful engagement with people. PR is no longer about making noise for clients, but silently shaping narratives from behind the scenes. PR is the invisible thread woven through much of the media we consume. It gives narratives their shape and structure and is at its most effective when people don’t realise it’s there.

When Bang PR launched in 2012, it promised to make noise for its clients. As the quintessential PR ‘party’ firm for clients including Universal Sony, Vivid Sydney and Havaianas it was brash and in-your-face. But by 2016 the PR landscape had significantly shifted. Today’s brands need a more nuanced approach. They need to find genuine ways to engage with customers and solve increasingly complex communications challenges. Bang’s role had evolved to become a trusted advisor, with a sophisticated understanding of how to navigate the ever-evolving media landscape.