Bulletproof unveils new platform: Create Desire Through Disruption

Since 1998, Bulletproof has been a dominant force in the creative landscape. The agency's track record includes building iconic brands that stand the test of time, working with Cadbury, Johnnie Walker, Tate & Lyle, the Football Association of Wales, and more. Today, more than ever, the agency recognises the need to lean into its heritage for even bolder creativity in a rapidly evolving world.

With new capabilities and talent, Bulletproof's service offering tackles the biggest challenges facing clients today: Growth, Standout, and Fandom.

Growth: When the world shifts, Bulletproof keeps brands ahead, developing positioning platforms, and portfolios that deliver lasting market relevance.

Standout: Bulletproof creates beyond channels, crafting holistic visual, verbal and behavioural identities that drive instant brand recognition.

Fandom: Bulletproof turns followers into fans, defining and designing the rituals, experiences and activations that build enduring cultural resonance.

“The past five years alone have seen a massive change in the business landscape; it’s unbelievable,” says Gush Mundae, CEO and Founder of Bulletproof. “More than ever, to drive growth, standout and fandom for brands, clients need unrivaled creativity at a global scale. We understand the changing needs of brand owners; they need confidence their agency partner can deliver.

“This is why, nearly 26 years after I started the business, we’re evolving it. We started as media agnostic brand builders and today we’re channelling this through specialist services delivering creative excellence across the globe. It’s through our independence that we’re fortunate enough to be unbound by conventions. We exist without limits - from our approach to creativity to how we build our culture. It’s a seriously exciting time for Bulletproof.”

Bulletproof’s expanded service offering enables a holistic, end-to-end approach to brand building, leveraging expertise in Insight, Innovation, Strategy, Design, Copywriting, Digital, Motion, Photography, Packaging, Environments, Activation and Campaigns to deliver on its powerful new brand platform, Create Desire Through Disruption.

They also made a nifty film for their PR launch.

“As humans, desires drive our every decision, from which snack we choose to satisfy a craving, to which causes we support,” explains Andi Davids, Global Strategic Business Director at Bulletproof. “Psychology tells us it's our desires that inspire us to act - they help us see how our lives might be better. But to satisfy our desires, we can’t settle for the status quo; we need disruption, to challenge existing thought patterns and behaviours. This is why history’s most desirable brands are those who defy convention, innovate, and show us new realities. They know desires aren’t found; they’re made.”

Building on this philosophy and past successes such as the creation of White Claw, Bulletproof is investing in a dedicated innovation programme, ‘Return on Ideas’, which targets the space between the same old concepts and lofty unsellable thoughts, where ideas can actually become innovation.

The agency has also made strategic appointments to further bolster their capabilities including Sonia Abdipour, Global Head of Innovation, previously at The Kraft Heinz Company, based in London. In North America, Stefanie Kubanka, joins as Managing Director, who brings with her a wealth of luxury brand experience having previously worked across Beam Suntory, De Beers Forevermark, Dolce & Gabbana, Swarovski and the multi-brand LVMH portfolio, while at Havas and IPG. Two Senior Strategy Directors, Sara Cobaugh and Greg Eckelman join with expansive agency experience, including Butchershop and Grey, respectively. In addition to growing its specialist teams and capabilities, Bulletproof continues to expand its global footprint with 8 studios globally, the latest in Dubai.

To bring the new strategy and platform to life, Bulletproof has unveiled a fresh visual identity and website which embodies Create Desire Through Disruption.

“Our new identity maintains our disruptive attitude that is so important to us, but now it has an intelligence and clarity while allowing for flexibility across the spectrum of brands we work with, from high-end luxury to enduring classics, says Nick Rees, Chief Creative Officer, when explaining the new visual identity.

“We've evolved colour, type, art direction, and digital expressions, alongside a new 'B' ident – there’s something truly compelling about distilling years of collective experience down into one symbol that represents our team. While we will always embrace detail and beauty, it's these concise expressions of brand that are the most desirable. It’s a simply elegant form with a distortion or ‘disruption’ that embodies our ethos. Each stroke has a subtle nod to the black markers used in street art, where our journey began.”