Analytical. Focused. Effective.

Our client, formerly Squeaky Wheel, is a boutique public relations firm led by Karen Gordon, a communications specialist with extensive expertise in labour relations and employment issues, crisis management and litigation support. Since its founding in 2002, the firm has moved from addressing a broad array of communications challenges to focussing on strategically complex projects, often involving sophisticated law firms and their corporate clients.

For such a client base, the Squeaky Wheel name communicates neither the nature of services the firm offers nor the sophistication with which it offers them. As a result, Squeaky Wheel engaged Pixels and Pencils to help rename and otherwise rebrand the company.


  • Visual Identity
  • Guidelines Document
  • Brand Story
  • Website

Informing a new identity.

We proceeded from the premise that a successful rebranding required a thorough understanding of the firm’s value proposition and differentiators as identified by both internal and external stakeholders. We conducted a series of in-depth interviews with company leaders and the widest possible range of clients. We also reviewed all relevant print and electronic documents related to the company and its competitors. This research supported a name-generation exercise that could now make recommendations based on sound evidence and analysis.

We provided the client with:

  • A detailed written report culminating in brand messaging recommendations (one mainmmessage supported by three secondary messages) based on an extensive SWOT analysis. While our findings were important in meeting the immediate needs of our client for a rebrand, they also offer a sound basis for creating marketing collateral for the foreseeable future.
  • Naming recommendations delivered in a slide presentation that considered the merits as well as demerits of each name from a well-reasoned, evidence-based point of view.
  • A new Visual Identity that echoed the sentiment of the recommendations provided.
  • A collateral suite that covered all client touch-points
  • A responsive website

Our Result:

The client chose a recommendation based not on personality or personal taste but on what, according to the evidence, would resonate with the market addressed.

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