Brandsmith retools PAR's image

Sales representation group Podcast Ad Reps (PAR) tapped Texas-based creative agency Brandsmith to calibrate the company’s outward-facing market identity.

“Our team was collectively seeking a creative shop who could build upon what we’ve done since inception, and work with us as we continue to grow,” said PAR President Rick Selah.

“In a world of loud noise, what we noticed about the PAR team, and eco-system is they are all excellent listeners,” says Debra Corley, Brandsmith Co-Founder and Creative Strategist. “PAR’s natural style is listening to the talent’s voice, listening to the audience’s needs, listening to the needs of the brands,” she reflects, “and providing the airwaves and synergy to connect the spaces in between to create a meaningful, lasting relationship that speaks volumes.

Brandsmith Co-Founder and Creative Director Shawn Corley agrees. “As we started diving into the way to articulate this visually, the idea of sound, waves, and range felt like a perfect fit,” he says, adding, “Our goal was to capture the team’s charm and breadth of experience, from color choices to type treatment and photography. Having bold confidence with a touch of wit and approachability was our goal.”

PAR CRO Anthony Savelli believes it was time to up PAR’s game. “After back-to-back 400%+ revenue growth over the past two years, we felt it was time to position the company for the next stage of explosive growth,” he stated. “As we were developing PAR back in 2018 the original logo took only $15 to get us up and running,” laughs Co-Founder Savelli. “It’s now time to make PAR look like the company it is.”

In the first stages Brandsmith has retooled PAR’s logo, website, sales collateral, and trade advertising. The rebranding will be completed with PAR’s presence at Podcast Movement 21 in August.

The PAR staff seems to best identify what this refueled direction means to existing customers. “We want to always reinforce to our agency and brand clients that we are innovative, we don’t settle, and are always forward-looking,” says Ad Operations Director Colter Anderson. “Our style is to be flexible and dedicated to making sure things work,” offers Ad Ops Coordinator Angela Rezza. The newest member of the PAR Ad Ops team Sal Moskos adds, “Since day one it’s been ingrained in me to offer our clients full transparency, with no miscommunication.” According to National Accounts Manager Matt White, the most senior member of the PAR team, “We offer our clients simplicity. We take on problems and resolve them.”

Savelli agrees, and says simply, “Bottom line, our goal with this initiative is to reinforce PAR’s core values with our current clients, potential new customers, and most important internally with our team members. We sell shows, we want to do it in the right way for our podcast creators.”

For more information, visit PAR and Brandsmith.