Thwaites Communications has started off the new decade with a brand new name, identity and website. Emma Thwaites, founders and CEO, made the decision to rename the company from Thwaites Communications to Allegory in 2019 to give all staff more ownership of the company and to lay the foundations for company growth.

Allegory kick-started the year with the announcement of two new clients including The National Archives and Barcode Warehouse. The team at Allegory will be rolling out digital transformation for archivists all over the country, ensuring digital records are preserved for future generations, and showcasing technology solutions that allow companies across all sectors to be more efficient.

The team at Allegory have also launched a new series of workshops and training available to their clients, wider network and staff that covers all aspects of communications including; strategy and planning, audience and messaging, media training and social media. Details of these training courses can be found on our website

Renaming a business is no easy task. A seamless transition to a new name online and offline is nigh on impossible, as a company name is woven into all aspects of a business. A complete refresh does give businesses the chance to reflect and think about aspects of the business that go beyond the name, like purpose and values, allowing businesses to develop strong brand identity and ultimately resonate more with their audiences and customers. 

For CEO Emma Thwaites, removing her name from above the door was the right decision:

The business today is so different from the one-woman-and-her-dog outfit that I started in my spare room in 2012. Everyone in the company is so invested in it, and I wanted to create a sense of ownership throughout the wider team. That just feels more straight-forward when it’s not my name above the door. The new name will create a bit of distance from me as the CEO, which I believe to be important. I’ll never lose my huge pride in what’s been achieved, or my emotional connection to the business I started but this company doesn’t just belong to me now, it belongs to the whole team.”

To find out more about this rebrand or what Allegory can do for you, please contact:

About Allegory:

Allegory is a full-service communications agency based in Shoreditch, London. Our team of communications professionals deliver communications strategies, brand development projects, stakeholder engagement campaigns, media relations and behaviour change exercises.

Established in 2012 by former Head of Strategic Communications at the Cabinet Office, Emma Thwaites, we have a core team of nine individuals, with a wider network of over 20 specialists and associates. In the eight years since we launched we have developed and delivered profile-building strategies for over 70 organisations.

We specialise in working with organisations using technology to improve services for the public. This often involves communicating complex messages to non-technical audiences in a simple way, and inspiring them to act.

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