“The key here was to move at pace…to get to the magic at the heart of this venture”
Starting as you mean to go on
A new brand offering to inspire and excite
Building on decades of successful programme deliveries, international law firm, Pinsent Masons recently decided to extend their unique brand of innovation and experience into the highly competitive world of delivery consulting. In a marketplace where agility and responsiveness are everything, we needed to build a strong sub-brand that reflected the project team’s ambitions for the future, whilst remaining ‘lean’ and starting with what we knew today. Additionally, the brand needed to inspire and excite internal audiences, in order that they would champion the new offering with clients.
The balance between familiarity and evolution
The key here was to move at pace, launching a brand that everyone was proud of and that captured the imagination of clients. Working in close partnership with the project team, we cut through the layers of complexity than can surround the delivery industry, in order to get to the magic at the heart of this venture. It needed to feel different from anything else out there.
This also required courage in positively challenging the parent brand — where was familiarity appropriate, and where was evolution the right call? We rapidly developed a creative route and core messaging that answered all these needs and, importantly, generated a surge of energy in the team.
A result to be proud of
We then developed the foundational brand assets for immediate use — a punchy microsite, compelling client brochure (for both internal and external use) and stationery suite. The entire launch took 8 weeks to develop and execute, and resulted in a brand we were all proud to be a part of.