Opinion by Richard Baird.
Hidden Characters is the latest PR offering from international advertising agency network M&CSaatchi. It replaces/is an evolution of Bang PR, developed in response to the changing public relations landscape.
With the advent of social media and the subsequent growth of non-traditional influencers and an increase in inauthentic product placement, Hidden Characters intends to make sure that their client’s reach is handled in an ethical and authentic way.
Sydney-based graphic design studio RE worked to created a brand identity for Hidden Characters that articulates this intention with a concept that makes a connection between the hidden characters that shape how text appears and the creative behind the scenes shaping of a brand’s public perception. The idea of the seen and unseen plays out in a number of ways in print, and links business cards, headed paper, stationery and brochure.