Lucky North, all grown up

When we started Lucky North in 2019, there wasn’t a big brand strategy behind the name. We just liked it.

Seven years later, a lot has changed. Lucky North has grown from two people with an idea into an established specialist PR agency, with a brilliant team, a growing roster of ambitious clients and work that takes us across the UK and around the world. So, it felt like the right time for our brand to grow up a little too.

We’ve launched a new website, evolved our logo, refreshed our colour palette and given the whole Lucky North brand a new look and feel. But the biggest change isn’t really how we look. It’s that, seven years in, we know exactly what Lucky North means, and drum roll…

Luck has nothing to do with it

PR can look pretty lucky from the outside: The journalist who happens to be writing about exactly the subject you can comment on, the news story that lands at exactly the right moment, the introduction that turns into an opportunity and the pitch that ends up on the pages you’ve been trying to reach.

Lucky break? Sometimes it looks that way, but we know what sits behind it.

Knowing the media; speaking to journalists every day; understanding what makes a story; spotting what’s coming; being ready to move quickly; having a clear strategy, executing it properly and being persistent enough to keep going when the first answer isn’t yes.

As our new positioning puts it, there are no distractions, vanity metrics or paid media trickery. Just real results earned through clear strategy, focused execution and the kind of persistence that makes lucky breaks inevitable. Because good PR isn’t about crossing your fingers and hoping somebody notices you, and luck isn’t given or bought. It’s earned through preparation, discipline, perseverance and being ready to seize an opportunity when it appears.

That’s the Lucky.

So, what about North?

This was probably the biggest question we wanted to answer as we revisited our brand. For us, North isn’t about a place. It’s a direction. It’s where we want to take the brands we work with - up!

More awareness. More authority. A stronger reputation. Greater share of voice. New audiences, new markets and new opportunities.

It’s about helping brilliant businesses become better known for the things they deserve to be known for. Hence another new addition to the Lucky North brand:

Move up in the world.

It’s a simple line, but it sums up what we want our work to do. We use specialist PR expertise to help ambitious brands go somewhere.

A brand that’s grown up with us

That thinking has shaped how Lucky North looks, too. Our old brand was bold, bright and, at times, pretty shouty. We still like bold. We certainly haven’t lost our personality and as you’ll see, we haven’t suddenly become afraid of colour.

The new Lucky North is more confident and considered. We’ve evolved our logo, introduced a broader and more sophisticated colour palette and taken a much more editorial approach to our imagery, typography and design.

Our new website follows the same principle. It’s cleaner, calmer and much more representative of who we are today. Rather than telling you repeatedly how good we are, we’d rather show you the work, the thinking and, most importantly, the impact we’ve delivered for our clients.

Because we’ve reached a point as an agency where our results can do a lot of the talking for us.

Still us. Just clearer.

What hasn’t changed is probably more important than what has. We’re still a small, specialist team that lives and breathes PR.

In an industry where the definition of PR seems to get broader by the day, we’ve actually gone the other way. We know what we’re brilliant at and we’re doubling down on it so that PR isn’t one of a long list of things we do. It’s all we do.

We speak to journalists, editors and media contacts every day. We find the stories hiding inside businesses. We keep an eye on what’s happening in the world and work out where our clients belong in the conversation. We create campaigns that earn attention and we put the work in to make it happen.

No little black book. No shortcuts. Just good people, good ideas, clear strategy and plenty of hard work. So, while Lucky North might look a little different, this isn’t really a story about changing who we are - it’s about becoming much clearer about it.

Seven years ago, we chose a name because we liked the sound of it. Turns out, we just needed a little time to grow into it.

Welcome to the new Lucky North.

Move up in the world.