The creative services agency once known as Henry V says its new focus is on collaboration — regardless of medium
A 40-year-old Portland creative services agency is rebranding. For good.
Henry V, based in Northeast Portland, started as an event-management company — planning corporate events for clients across the country.
But the company began to pivot away from events about 10 years ago, long before the COVID-19 pandemic forced the cancellation of large in-person events and birthed a digital-events industry. Three years ago, the agency began to drill in on creative strategy, says executive creative director Haven Anderson, who joined the agency in part to bring about that shift.
And in September, the agency announced a new name — For Good & Company — and a new focus.
The name change, too, was underway before the COVID-19 pandemic hit. But the pandemic made the change more urgent, Anderson says. He describes For Good & Company’s creative services work as “medium agnostic” and more focused on overall messaging and collaboration.
“It’s a collaboration between our partners, our clients and so the idea for us is: If you’re going to create good work, you truly have to have partnerships with your clients, you have to have an open source of collaboration with them,” Anderson says. “So we wanted to make sure that our name reflected that, and we wanted to make sure it reflected the sense of the good energy of our individual talents, the good energy of our people and how that feeds into the focus for us to do good work for our clients.”
Those clients include Hood River Distillers, Banfield Pet Hospital, Adidas and Daimler Trucks — and Portland General Electric, with whom the agency is currently working on a campaign promoting electric-vehicle use.
Asked what’s next for the agency, Anderson says simply: “Do great work.”
“The rebrand is just a name, right? It’s a name and an identity, it’s not a brand,” Anderson says. “The brand is going to come with what we do next. So it’s putting our energy in, it’s finding opportunities, it’s working with our clients to uncover unique experiences and develop unique solutions for them. So that’s next. It’s working with our partners and working with our clients to make sure that our name is truly reflective of the work that we do.”
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