Electric House, the social media and publishing agency based in Birmingham, received £1m in funding from a private investor to launch the new agency in August. Before Electric House’s inception, the two communities - On the Tools and On a Budget - stood as separate entities with no overarching connection.LoveGunn’s core aim was to define a new brand identity, which would ultimately allow the business to transition into a standalone social media and publishing agency offering campaign strategy and delivery, community insight, creative content production and longer-term brand partnerships. Careful consideration was also paid to positioning its highly engaged social communities as publishing channels in their own right.The project started with a full brand workshop which led onto a new brand strategy, tone of voice, and brand identity. These all informed the creation of a new agency website and brand identity guidelines.The new Electric House proposition encapsulates its approach to business: creative, driven, fun and passionate whilst also being playful and vibrant.