Delivering brand clarity
Finding a clear proposition to guide things forward.
Businesses change. Fresh opportunities emerge. And ever so subtly, a brand can fall out of step. How do you revitalise and update a brand without losing something in the process?
Since starting out as a global B2B events specialist back in 2007, EI had built extensive research capabilities across a number of media markets, helping customers to solve their most complex media problems. In particular they support marketers who need media strategies that can demonstrate a genuine return on investment.
But EI’s marketing increasingly wasn’t reflecting where they are now. If the brand was known at all, it was still perceived as a niche business and suffered from low levels of brand awareness. Their marketing efforts were further hampered by a confusing, copy-dense website that was difficult to use and navigate.
On a mission to bring clarity
Rather than launch immediately into redesigning their look and feel, we could see they first needed clarity of message around their offering. So we set about a complete review of their competitors, their customers and their challenges, EI’s market positioning, proposition, key messaging and brand identity, and the content and structure of their website.
Our strategy team ran messaging workshops with our EI clients, which helped identify their existing and desired positioning in the market, and informed the development their proposition and primary brand messages. It was important to identify what differentiated EI from their competitors, what was motivating to their customers and how these things aligned to the company’s core capabilities.
Telling a new story
This clarity enabled us to develop their positioning statement which articulated their truly unique offering, the problem it solves, for who, and why it is of significant value.
This was supported by a set of brand assets that included key brand messages based on the key customer benefits, a simple descriptor for the service offer and a strong, simple customer value proposition.
With this framework in place the Born + Raised creative teams set about building a refreshed brand identity and website for EI.
A fresh look and feel
Their new brand identity includes a completely new logo lock-up, fresh colours, a new approach to imagery and a clearly defined tone of voice. We also rebuilt and redesigned their website to make it more logical and easy to use, with a clear hierarchy of information, and a look and feel that was the perfect showcase for their new brand guidelines.
The result is a coherent, relevant, contemporary identity with real stand-out in their sector. Aspirational, impactful and consistent, their refreshed brand gives EI a strong foundation on which to build a whole raft of future marketing, lead generation and new business activities.