RGA launches brand design consulting practice in EMEA

RGA EMEA has launched a brand design consulting practice.

The service is now a formalised offering from the UK and Germany offices, which were consolidated into EMEA last year amid a regional restructure and leadership changes.

It does not run as a separate team but sits under the RGA EMEA business with a dedicated team of existing brand designers from within the agency.

Rebecca Bezzina, RGA’s EMEA chief executive, will lead the practice from a client and operational perspective, working alongside Robert Northam, vice-president executive creative director, as brand design leader.

The service is already available in the US and Australia.

RGA recognised that most customers' first engagement with a brand is now digital so the focus of the practice is to design brands as experiences. 

It has been developed to “help businesses build the next generation of more valuable and digital-first brands." As part of this, RGA will use generative AI. 

Bezzina said: “In today’s connected world, brands are much more than a logo. They represent the interface between the customer and business. It’s why at RGA we believe a brand should behave like an operating system.”

Alongside brand design and consulting work, RGA specialises in product and service offerings.

Northam added: “The reality today is that a customer's first touch with a brand is now through digital. So we want to help our partners create brand foundations and identities that can adapt to the ever-changing reality of the world."

BBC Studios selected RGA as its creative partner last month for its first brand campaign targeting US audiences.