UTA Taps Siegel+Gale to Deliver New Brand Platform and Visual Identity System

October 17, 2011

LOS ANGELES, CALIF., October 17, 2011–Global strategic branding firm Siegel+Gale, today announced its collaboration with United Talent Agency (UTA), a global talent and literary agency. Siegel+Gale worked with UTA leadership to refine the company’s brand platform and create a new visual identity system.

UTA represents world-class artists such as Johnny Depp, Harrison Ford, Owen Wilson, Gwyneth Paltrow, Jennifer Lopez and Rachel McAdams as well as a long list of directors, screenwriters, producers, authors and recording artists. The agency also provides branding, licensing and marketing services to its clients.

Siegel+Gale initially conducted brand research and analysis, which revealed that UTA’s true brand strength was in its entrepreneurial approach to creating more opportunities for clients. After establishing this key identifying factor, Siegel+Gale developed brand positioning, messaging strategy and a redesigned visual identity system to bring the brand to life.


To unite the employees of UTA’s entire fast-growing organization and differentiate its service offering, Siegel+Gale developed a new brand platform that more accurately reflects the agency’s unique culture. The brand promise—seizing opportunities so talent thrives—captures the agency’s intense entrepreneurial spirit. The new promise better articulates how UTA helps artists reach their full creative potential and grow their careers.

The rebranding was introduced to coincide with the firm’s 20th anniversary.

“UTA delivers great opportunities to the world’s top figures in entertainment. This rebrand helps the agency better project its excellent work externally and communicate its stature in the entertainment industry,” said Jason Cieslak, managing director at Siegel+Gale. “The new positioning also reflects UTA’s ability to offer unmatched creativity and strategic services to clients everyday.”


About UTA

UTA is a global talent and literary agency with more than 120 agents and 350 employees representing many of the world’s most acclaimed artists working motion pictures, television, digital media, music and books. The agency is also recognized in the areas of film finance and packaging, intellectual property representation, physical production, licensing, branding, endorsements and corporate consulting. UTA currently has offices in Beverly Hills and New York.

UTA is also a principal in New York and Los Angeles-based United Entertainment Group, a joint venture firm launched by UTA in 2007 that focuses on branded entertainment and integrated media solutions for major consumer brands and other Fortune 500 companies.

About Siegel+Gale

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, simplification, research, and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, the Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, Qatar Telecom, SAP, Sony PlayStation, Yahoo! and the YMCA.

Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.

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