Brand Strategy, Naming & Signage

When a state owned enterprise needed to make the shift to the private enterprise space, Jonathan was asked to help smooth the transition and help the organisation to succeed.

Jonathan understood the complexities of the work and worked to ensure that the new brand continued to convey trustworthiness and solidity, yet become competitive and market driven. The recommendation included taking the brand and identity towards the contemporary end of the spectrum – using bright colours that breathed life into the garage/workshop type environments making them more retail/customer focussed. The locations, all in industrial areas, suffered from being hard to find so painting the buildings bright orange and making oversized signage improved this. For the branches that were painted orange, visitation increased by a third overnight.

“Jonathan understood our needs and his recommendation on owning the orange in visually cluttered locations made a significant difference to the brand.”

Paul Crew

Company Secretary

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