Next Generation Brand Licensing: Refreshing a 27-Year Legacy

The Challenge

Broad Street Licensing Group had been in the brand licensing business since 1997. The reputation was earned. The brand wasn't keeping up. Nearly two decades without a meaningful update had left them looking like a small regional agency at exactly the moment they were going after the biggest brands in the world. They needed an identity that matched their ambition — modern, confident, culturally fluent — without erasing the history that made them credible.

The Approach

The constraint became the creative opportunity. BSLG had two things worth keeping: the red, which was bold and ownable, and the circle mark, which had become genuinely recognizable in their industry over nearly three decades. Everything else got stripped back and rebuilt. The circle was modernized — cleaner, more confident. The typography moved from safe and corporate to bold and editorial. The tagline, Global Reach. Substantial Results., did the strategic work — positioning BSLG as a results-driven partner operating at global scale, not a middleman in the licensing process.

The Identity

The system was built to travel — trade shows, pitch meetings, conference environments, merchandise. The primary mark is impossible to miss. The circle variant worked at small scale on caps and collateral. The wordmark treatment felt at home on apparel without looking like a corporate giveaway. Bold enough to command a room. Refined enough to belong in one.

The Outcome

In the first year following the rebrand, BSLG landed Burger King, Subway, and SeaPak as clients. A brand that looks like it belongs at the highest level of the category opens doors that a dated one keeps closed.