A refresh was needed in time for their expansion into the West Midlands. Our brief was to reposition the business as an iconic brand in their sector.
We were tasked with creating a challenger brand that would support their development into new markets. Everyone agreed that the business needed to stay true to its entrepreneurial roots and sense of being ‘different’. But its visual and verbal identity needed to reflect this better. It had to express the exceptional experience and impact the company brings to owner-managed businesses.
How can you show that a brand is different through both verbal and visual language?
We started our journey by thoroughly exploring what worked about the existing brand and what didn’t.
It became clear that getting the company’s ‘difference’ across was about more than vibrant colours. We had to add substance and order to their message, to give it the strength and longevity it needed.
Our solution came from the phrase ‘discover the difference’. Now the emphasis was firmly on the brand promise.
To support this, we refined the tone of voice of their communications to emphasise a straight-talking approach. When used with our new approach to imagery and graphic patterns, we created the ‘unexpected’ essence of the brand. The core message was emphasised, rather than lost.