CEO Keith Pillow on instilling a ‘start-up mentality’ in long-established creative agency

CEO and founder of Dna, formerly Logix Creative, Keith Pillow, has led the creative studio through a complete rebranding – a move he believes “was about time – to be fresh, new, and relevant for the future. Leaving the past behind, moving on to a new chapter.”

Having taken over the business in October 2019, Mr Pillow, who is also the founder and Creative Director at design firm DAAA Haus, says he took over the leadership of a team of creative and experienced individuals “with the idea of promoting and nurturing a new start-up mentality”.

“I wanted to make sure that we are out there, full of energy, the same way we were more than 20 years ago, with the only difference that we now know more, we are more experienced and have the credibility that is required in such a competitive industry,” he explained.

The CEO stressed that he wanted the team to be able to associate with the brand, rather than simply inherit it.

“Ask any creative to work on something that someone else did before, they simply cannot. We are the same species with a new name, a new spirit.”

The rebranded company describes itself as a multidisciplinary creative studio helping businesses build their brands, through a combination of strategy, experience, creativity and “the eagerness to deliver outstanding brand stories that drive sales through brand trust”.