Working Three

A deliberately different approach.

Challenge

To develop a brand identity for an ambitious new HR consulting venture established by a team of experienced industry players. The vision for the business was clear – it had to take a stand and be bold to attract strong clients and candidates. The business needed to stand out from the crowd of somewhat sterile, corporate-looking competitors.

The challenge was to create an identity that would not scare off the conservative decision maker yet at the same time be fresh and appealing to attract the best consultants to work for the business.

Key Insights

A competitive review revealed very little focus from competing firms on sharing valuable content and thinking. Competitors’ approaches to communications were more about talking about themselves than providing articles and insights.

Thinking

Adopting a thought-leader / knowledge sharing strategy was an obvious opportunity for differentiation for Deliberate Practice. To establish a strong brand presence in a competitive consulting market space required a different approach. The solution was an open and honest approach to communications; fewer management clichés and corporate stock images – more colour, content and substance.

Integration

The identity with its bold, vibrant colour scheme was integrated across client touch points. The website was identified as the key communications tool. To highlight the firm’s position as thought leaders, the website was built with the blog as the central component; a soft-sell approach of sharing thoughts and engaging in conversations. The blog with its fresh thinking and constant stream of inspiring insights became the focal point of the web presence; highlighting the capacity of the experienced business principals. This was all built to allow for easy sharing and linked to relevant social media touch points.

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