Filtr.Qinqwa turns ‘Purple’ with new corporate identity in time for Cannes

By Luke Barras-hill |

Purple is owned by Alex Cook (left), Lucy Hillyard (centre), Olivier Grometto (right) and Nick Sutton (not pictured).

Integrated design and marketing agency Filtr.Qingwa has refreshed its corporate branding and will now be known as ‘Purple’.

Two years after the merger of Filtr and Qingwa, the two companies have united under a renewed mission to ‘purple the world’, which underpins its vision for future consumer experiences.

Purple is independently owned by Olivier Grometto, Alex Cook, Nick Sutton and Lucy Hillyard, who together lead a dynamic group of ‘Purplers’ across offices in Singapore, Hong Kong, London, Paris and South Africa.

The company, which works with leading names in luxury FMCG, retail, travel and F&B, has been using purple as its signature, with the colour symbolising tenets such as knowledge, imagination, creativity, royalty and spirituality.

Past, present and future

The rebrand is intended to nod to the agency’s recent past, while highlighting how the timeless associations of the colour encapsulate the group’s talents and approach.

“Purple is a beautiful, magical colour with many qualities our agency embodies, but for us Purple is also a verb: Purple is a doing-word,” said the owners.

“Our mission is to Purple the World – to live out and apply those Purple qualities of wisdom, imagination and creativity in making brand storytelling and consumer experiences memorable, holistic and enriching. A Purple world is undoubtedly a more fun place to explore for consumers and a more dynamic landscape for brands.”

Purple executes campaigns and experiences across global channels, both physical and online.

Purple says it unifies a ‘fragmented consumer landscape’ via integrated services such as retail and interior design, graphic and packaging design, digital design and development, and PR and communications.

Ten members of the team are attending this week’s TFWA World Exhibition & Conference in Cannes, helping to deliver projects such as stand and yacht designs; media events; business partner events; and the returning Sunglasses Workshop.

The owners added: “We can’t Purple alone. We’re fortunate enough to work with brands that share our ambition to deliver more memorable experiences and Purple the World.

“Together with our clients, partners and consumers, we are looking to build the Purple Nation – a group of like-minded creatives, brand owners and shoppers executing and engaging with amazing integrated campaigns.”

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