Advertising

TRG’s Transformation Continues With a New Logo and Refreshed Brand Identity

Written by AdChat DFW

Independent Dallas agency The Richards Group has a long and successful history, having built popular campaigns for huge brands, from Motel 6’s “We’ll Leave the Light on For You” to Chick-fil-A’s “Eat Mor Chikin” to the “It Moves With You” campaign for Fruit of the Loom.

But the agency took a hit in 2020 when founder Stan Richards described a campaign concept for Motel 6 as “too Black,” which led to Richards stepping down and the agency losing big accounts, including Motel 6, Home Depot, Salvation Army, Keurig Dr Pepper and grocer H-E-B.

Since then, the agency has put a huge amount of effort into remaking itself and gaining back the trust of its clients and staff. CEO Glenn Dady, who took over from Richards, started by diversifying teams across the board, including hiring Nikki Wilson as chief talent and culture officer and Sue Batterton as chief creative officer, with both serving on the leadership team.

The next step in the ongoing evolution of the agency is a new shortened name, TRG, which was announced earlier this year, and a brand new logo and website replacing the original red Richards Group logo that has been in place for decades.

“It’s colorful, it’s modern, it’s a sophisticated mark that… really speaks to the beauty of the collaboration that went into it,” Rob VanGorden, principal and chief development officer at TRG, told Adweek.

The collaboration refers to the fact that TRG issued an open call for logo designs across the entire agency, over every discipline, and it received more than 60 logo ideas. Each were reviewed before the final was selected.

“Finalizing a new logo for TRG was a key step in our company’s evolution, and I loved every minute of seeing our talented people reimagine our brand,” Dady said in a statement.

Nonprofit-owned and people-run

The change to TRG and the new branding was not done to run away from the past, but rather to embrace a new future, according to VanGorden, who has been with the agency since 1998. He said the agency realized it was time to evolve its identity, after all the agency had done to acknowledge what happened with Richards, including bringing in outside help from Do What Matters, an organization that specializes in DEI and inclusive management, and TalentKeepers, an employment engagement solutions provider that has helped transform the company.

In addition, TRG now bills itself as a nonprofit-owned people-run company. The company is owned by a vetted, established nonprofit that it does not disclose. It’s not owned by a single person, nor a holding company or ownership group. VanGorden says not being beholden to profit goals frees up the agency to focus on the work, its people and the communities it serves.

“When you’re owned by a nonprofit, it is much easier for prospective clients to realize that you believe in something beyond just making money. Sure, we want to make money just like all agencies do. But we’re in it for more than that,” said VanGorden.

He added that the agency is still fiercely independent, but its leadership structure is different, with a majority of it female and more representative of the diverse communities it serves. The agency claims it is rapidly growing, having made 33 new hires since the start of 2022, with 52% of those coming from underrepresented groups in the industry.

VanGorden admits that TRG has a long way to go to get to where it wants to be, but it is committed to keep evolving.

“We decided that we weren’t going to do anything that was just transactional change. This is a signal of our transformation. It’s easy for a brand to make an announcement and flip over a new sign, but we continue to believe that a brand is a promise. And we didn’t feel like we should just adjust our logo until we had done the real introspective work around operating structure,” said VanGorden, adding that the new name, logo and identity are just representative of the agency’s progress to date.

TRG continues to focus on its people, because it said that change requires an enormous amount of energy and the energy comes from the people at the agency. TRG has launched numerous ERGs within its walls, including Asian, Hispanic, Black, LGBTQ+, mothers and women groups, which anyone is allowed to join so long as they have a desire to learn, to grow to be part of a supportive community. It also incorporated new hiring practices and conducted a pay equity study, making positive changes due to the results.

Change translates to new business

While TRG lost several key clients in 2020, it is building a new client base, one that VanGorden said is helping connect it to an increasingly global audience. Clients include Stellantis/Ram, Credit One Bank, Cayman Islands Department of Tourism, Dave’s Killer Bread, the Southeastern Conference (SEC) and Charles Schwab.

Recent wins include Kent Pet Group, a sustainable pet products company that makes World’s Best Cat Litter, Thermacare pain relief products, Hudsonville Ice Cream and MetroNet fiber internet. The agency also said it is in the final review of “an iconic American brand,” competing with other large agencies.

With all the changes at TRG, VanGorden said that many there feel like, in many ways, it’s a brand new shop, “but one with a 45-year track record of success.”

VanGorden said that the promise of the agency hasn’t changed, in that it still exists to endear brands to consumers, but he thinks TRG is in a great position to unlock the potential of its people and the brands it works with.

“We’re poised to grow the agency in a way that honestly will rival the most formative years of The Richards Group,” he said.

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