How to design a brand

The story behind the 66reasons brand identity.

66reasons is a brand consultancy that aims to bring world class thinking to innovative brands and businesses by being nimble, smart and thoughtful. I’m Tracy McBride, my background is both agency and client side and now I run 66reasons. I’ve worked on many global brands across all channels and I’ve developed high performing marketing teams from scratch, so I know what works, and also what doesn’t. It’s time now for me to bring my ethos and way of working to a business of my own and I’m very grateful for the opportunity to do so.

I’m also very lucky to have worked with such talented people to help bring this brand to life. Thank you to Helen, Creative Director and owner of Helen Harley Consulting – the inspirational creative force, who was the driver of the look and feel. Helen brought enormous creativity to the brand and is a good friend a model of patience as my time was needed elsewhere. We created the 66reasons brand identity, working remotely, intuitively, and with complete trust. We had some laughs too, Helen handcrafted the 66 logo whilst listening to a 66playlist in her headphones whilst I was often accompanied by two kittens on Zoom calls.

Helen introduced Paul Hickson who crafted the logotype to create a beautiful and unique typeface. Then it was time to bring movement and pace to the brand and so Chloe Rodham created the animation you see on the home page and a few more yet to come. Steve Quinn created the artwork and we found beautiful photography that he then made ‘ours’.

Trudi Atkin, http://www.trudiatkin.com designed the simple and elegant website. Then last, but no means least expert programmer, Norbert Krzykwa built and programmed the website, with great patience after I decided to change a core brand colour very late in the process.

Thank you all for believing in what 66reasons stands for. I hope we can inspire many more people to work together like this.