At your service: Ushering a new era in elite private and corporate concierge, chauffeur, travel and lifestyle management services.

Context

The main objective of this digital engagement campaign was to give Cevalon more exposure online by using the various digital tools and strategy practices available, to drive more traffic to the website as well as showcasing and promoting their unique services and offerings.

The Activities

1. Website Enhancements
2. Social Media Management
3. Newsletter

Website Enhancements

To improve the potential client engagement on the Cevalon website we added a live chat feature and a popup form, allowing visitors to join Cevalon’s exclusive mailing list.

Social Media Management

We focused on growing the social audience and follower base through: hashtag campaigns, strong use of keywords, sharing relevant news, and articles and staying updated within your industry, and contributing our unique content with relevant images to broaden reach.

We also focused on sharing Cevalon’s service offering and knowledge within the industry through branded engagement to raise awareness and increase their social media presence.

Engagement Analysis

Taking on this project meant having to start from zero and creating a presence for Cevalon across the dominant social media platforms that are frequented by Cevalon’s target demographic. Over a short space of time, our activity proved to be effective in creating a notable rise in online engagement. Our content successfully yielded 2,700% increase in unique users through social media and an 80% growth in followers.

Context

Gate One is a specialist management consultancy, solely focused on the acceleration of successful digital and business change through smart, well-defined and executed portfolio, programme and project delivery.

Ambition

Gate One provide small, highly experienced and innovative teams embedded seamlessly alongside their clients’ teams, who get to the crux of problems quickly, shaping intelligent solutions and delivering lasting transformation results which can be felt across the organisation.

Aeron were tasked with supporting Gate One with their next chapter of their growth with the development of a clear brand positioning, a defendable proposition and a refreshed compelling verbal and visual identity system.

Action

We helped define Gates One’s purpose as co-piloting the reinvention of some of the world’s most interesting and influential organisations: whilst positioning the business as a collective of ex-big firm consultants, unified by a simple ideal – more meaningful business transformation, delivered as consulting should be.

The ‘Ripple’ icon graphically brings to life the force multiplying ripple effect which Gate One believe is at the heart of every successful business transformation. It speaks to the journey, in partnership with Gate One’s clients, to deliver change that counts. It encapsulates Gate One’s DNA, which is a blend; a combination of founders’ mentality, tempered with humility and a brilliant team spirit – which means Gate One genuinely relish taking complex situations apart, and designing something better. The colours reflect the care, passion, loyalty, humanity, empathy, warmth, approachability and dynamism Gate One hold true to their core.

Result

The new brand was launched in October 2017, commencing with an internal engagement programme supported by the provision of assets and tools to effect a seamless transition to the new brand from templates, brochures, stationery and digital asset design direction. The brand has now been implemented with an integrated external communications and marketing programme in conjunction with a next generation mobile and desktop website and digital assets.

About Aeron

We are Aeron, a London brand packaging design agency that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

It is a crowded market place. We are talking about the global scenario. Amid this chaos, your business has to stand out. And how do you propose to make your mark? The competition is stiff. You see so many brands daily. How does your brand manage to get the upper hand? Or, for that matter, how does your product and service gain loyalty?

After all, the brand is about loyalty, isn’t it? Customers keep coming back for more when they like a particular brand. It may be a new product line, branding for an aircraft operating service or hospitality. As a business owner, you need to attract your target audience and build a following and generate leads. Contact a brand strategy consultancy in Abu Dhabi. We are expert brand consultants and can deliver on your goals and vision for your company.

The Role of A Brand Consultant

 

It is essential to know how brand consultants work and can benefit your company. What is that quality which makes them stand out from others? One has to consider the fact that these experts have a wealth of experience developing and strategising brand positioning and launching. What more could you ask for? There is no doubt they play a crucial role in marketing and growing your brand.

They provide the right solutions to the challenges you may face with your brand. Through their experience and knowledge, they can revitalise and grow your business. Now, that’s no exaggeration. Work with a Brand Consulting Firm Abu Dhabi and see how your business can flourish.

The Benefits of Working With Brand Consultants

 

A brand consultant researches the market you are in. They have a vast of knowledge and experience in devising the right strategy for your business. They engage in what is known as competitive analysis. This provides great insight into where your business fits in the market is what your business has to offer. You have to race ahead of your competitors. Your brand consultant guides you on this path.

Other strategic measures include:

1 – Plan Promotion campaigns

2 – Gauge Customer tendencies

3 – Study the restrictions and more.

4 – Understanding the goals of your business

Conclusion

 
Work with a reputable Brand Design Agency in Abu Dhabi. It is time to partner with a branding agency who understands your vision and goals. It is essential to collaborate with strategic brand consultants who understand what you need and can deliver on your requirements.

BEN ROBINSON

First they came for the carrier bags. Then they came for the straws. Now they are coming for the bottles – The way we consume and drink is being shaken up in a big way.

It shouldn’t have taken David Attenborough to finally make people take notice. His usually dulcet tones were averted to a message of urgency, relaid over heart-breaking images of turtles choking on straws and seagulls strangled by beer-can yokes to remind viewers that the plastic bag tax has not solved the plastic problem.

Suddenly at bars across the country, drinkers shunned plastic straws and they began to disappear from bars and points of service. Now consumers are looking to the drinks manufacturers themselves and asking what they are doing to help. After all, one plastic straw makes little difference in the face of tens of thousands of drinks bottles produced every hour of every day – by just one of the multitude of brands on the market.

Packaging provides a vital canvas for brands to present themselves directly to their users, and increasingly the materials used are as important as the labels. If drinks brands aren’t careful, consumers will be turned off their products completely. Earlier this week, everyone in our office at WeWork Southbank, London (and indeed across the WeWork network) received a ‘friend for life’ in the form of a metal drinking bottle, as part of the company’s own #Zeroplastic efforts.

While the demand for bottled drinks is still growing, brands need to be at the forefront of implementing change and demonstrating how they can be part of the solution. Even in countries such as the UAE where, being situated in the desert, “each resident drinks an average of 250 litres a year, the country is believed to have one of the highest rates of bottled water consumption in the world“, people are looking to switch from bottled water.

Clearly, working to clean up our environment is vital for everyone and so this is at once a huge challenge but also major opportunity for bottled drinks brands who choose to lead the way. Back in 2014, our team worked closely with Agthia to develop a bottle for the UAE’s leading water brand, Al Ain, that used 30% less plastic. At the time that was a huge gain, but in just four years, it has become clear that more action is required.

However brands respond, it will require a great deal of innovation. Whether we will get as far as the fully edible packaging developed by SkippingRocksLab for their Ooho! product remains to be seen. Until then, and with demand for drinks – and therefore the plastic currently in production – still growing, perhaps The Circular Economy model supported by Evian will make the difference. As long as the plastic actually makes it to the recycling, that is!

With increasing pressure showing that urgent action is required, the next few years will demand major changes in approaches and behaviours from both brands and consumers. The future may be scary, but if stakeholders are ready for it – it may also be exciting and, ultimately, rewarding.

 

A Higher Standard of Progress

Context

The General Authority of Civil Aviation in Saudi Arabia is responsible for 27 Airports across the nation, handling 75 million passenger journeys and employing 74,000 people in the KSA it contributes 30bn Riyals to the national economy per year.

Ambition

With a strong commercial focus aligned with the desire to contribute towards the continual growth of the KSA, GACA approached us to help them organise their core business offer and to help define their brand in support of that strategy.

Action

By identifying viabilities and opportunities for growth we worked with GACA’s team to accelerate essential parts of the brand portfolio, realigning brand, product and service names to create a strong visual platform from which to launch the new brand.

Results

We were able to deliver a comprehensive range of services including: comparator audit, proposition and a refreshed visual identity to roll out across all key touch-points. By positioning GACA as a forward-looking entity and with a stand out graphic system we have helped to create a more active persona in order to boost brand awareness and visibility whilst always ensuring the seamless safety for Saudi skies.

 

 
About Aeron

We are Aeron, a London brand design agency that specialises in business transformation, brand strategy aviation and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Context

A leading national firm of estate agents with 46 offices across the UK, Jackson-Stops has been growing its reach, advising and supporting on property trading since 1910.

Ambition

Originally added alongside the founder’s name to build a family spirit within the company, it had become clear that the “& Staff” was not being understood by customers. Customer survey feedback showed that many clients were already just using ‘Jackson-Stops’ and it was time to make the change formally.

With this came the potential to refresh the brand as a whole and faced with a rapidly growing digital real estate market and the fresh challenges that brings it was important to have a clean, contemporary brand that could stand out in the digital market place, as well as on the high street.

Action

We conducted a thorough audit of digital and brick-and-mortar estate agents, analysing the market and design trends of competing agencies. This let us understand how online trends and property portals are affecting the traditional agency model. We analysed the brand across hundreds of customer touchpoints – from sales boards and stationery to office fronts and advertising.

Result

The iconic Jackson-Stops symbol of a wolf holding an axe in his mouth is not just tied to a company, but originates from the Jackson-Stops family crest. Therefore, it was imperative to treat the mark with utmost respect and care. We carefully crated a mark that not only retains but celebrates this heritage, shaping a new symbol that is as comfortable on a family seal as it is as a digital icon.

Alongside a sophisticated colour palette, softening the previous identity’s black to a rich navy blue, we worked closely with Jackson-Stops to develop the identity across the wide range of applications across the customer journey. After conducting detailed print and paint colour testing, we developed a thorough set of corporate and implementation guidelines across stationery, advertising and environments.

The new identity was launched in September 2017 and we continue to support and advise Jackson-Stops, including in the development of a bold new website.

The news from straight from the Wolf’s mouth

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Time For A Change 

 

Context

Nestled amongst Riyadh’s rugged desert landscape Al Waseel is a wellness spa & resort set in a secluded conservation reserve intended for those seeking a rejuvenating retreat to serenity.

Ambition

Our ambition for Al Waseel was for it to be valued by Riyadh’s leaders in life as the most progressive, authentic and serene wellness spa & resort of choice.

Action

Borne out of the spirit of Al Waseel, the land, it’s people and it’s eternal connections we sought about creating a brand & identity for the resort that would encapsulate it’s timeless values just like the unique fossils that can be found in it’s environs.

Results

Having created an entirely new brand and identity we crafted a beautifully elegant bespoke symbol, wordmark and visual system that represent the Al Waseel’s ongoing commitment to luxury, refinement and sophistication.

 

 

 

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

1 Introduction

1.1 We, Aeron Branding UK Limited Registered in England and Wales Number 088 42 767, Registered Office Address No. New Penderel House, 4th Floor, 283 – 288 High Holborn, London, WC1V 7HP, United Kingdom (hereafter known as Aeron) agree to serve as your consultant upon the following terms and conditions (“the Terms”), and the placing of business through us constitutes an acceptance of these Terms, subject to any amendments separately agreed in writing.

1.2 We act in all our contracts as a principal at law.

2 Agency Services

2.1 In consideration of you paying the fee in accordance with clause 4 below, we will perform the services for you that are set out in the programme of work (“the Programme”) which is attached to these Terms.

3 Approvals and Authority

3.1 We shall submit the Programme to you for approval, together with approximate estimates of the cost of executing our recommendations (“general approval”).

3.2 After obtaining your general approval in writing of the Programme we will submit to you for specific written approval:

3.2.1 estimates of the cost of the various items of the Programme; and

3.2.2 drafts, copy and layouts for such Programme.

3.3 Your specific approval of the drafts, copy, layouts and estimates will be our authority to purchase production materials, prepare proofs and enter into contracts on the basis of the estimates.

3.4 You may cancel or request us to change any and all plans, schedules or work-in-progress and we shall take all reasonable steps to comply, provided that we can do so without incurring costs arising from our contractual obligations to third parties and suppliers.

3.5 You and we agree that we shall be entitled to accept instructions and approvals as required by this clause 3 from any individual holding himself out as being authorised to give such instructions or approval on your behalf. We shall not be liable to you for any delay to the Programme caused by such individuals being unavailable when required.

4 Remuneration

4.1 In consideration for our services you agree to pay us a fee (“the Fee”) which will be estimated or agreed between us in advance. The Fee is exclusive of the third party costs, disbursements and out-of-pocket expenses which will be charged to you at cost plus a handling charge of 15%. All of these costs will be estimated and subject to your approval.

4.2 Project Operating Costs: means the following project related house operating administration costs: postage and packaging, local and international telephone calls and faxes, general stationery, photocopying, presentation documents printing and storage

4.2.1(“Project Operating Costs”) incurred by the Consultancy in the performance of the Services, other than Expenses and Programme Costs (as defined in Clause 4.1 above), shall be charged to the Client at a rate of 2% of the Fees.

4.3 We reserve the right to increase the Fee if you:

4.3.1 request us to perform additional services for you;

4.3.2 request any changes or additions to the nature of the Programme; or

4.3.3 if you change any agreed timetable in which the Programme is to be performed.

4.4 In the case of a Programme with a duration of more than 12 months, the Fee will be reviewed on the anniversary date of its commencement and annually thereafter.

5 Terms of Payment

5.1 You agree to pay the 50% of the Fee allocable to each phase of the Programme prior to commencement of the phase. You agree to pay the remaining 50% of the Fee allocable to each phase of the Programme upon completion of the phase. Invoices in respect of the final Fee will be submitted to you at the end of the project and you agree to pay these within 30 days of presentation.

5.2 We will provide you with estimates of disbursements and expenses for each phase and you agree to pay these in full prior to the commencement of the phase.

5.3 We shall include on our invoices, where appropriate, any VAT or other legally required charges at the prevailing rates.

5.4 You must advise us of any discrepancies on invoices in writing within 7 days of issue to allow any investigations to take place as soon as possible.

5.5 If you fail to settle any invoice by the due date you shall be liable, without reminder and without prejudice to any other rights we may have, for interest of 2% per month (or part thereof) with effect from the date on which the invoice was due to be settled.

5.6 Without prejudice to any other rights we may have, if you fail to settle an invoice by the due date we shall be entitled to refuse the further performance of our obligations and to suspend performance of the Programme, without incurring any liability to you for any loss caused by such delay or cancellation.

5.7 Any interest charges, surcharges of other costs or losses incurred by us to third parties as a result of your late payment will be invoiced to you and will be payable immediately.

5.8 You shall not be entitled to withhold payment of, or make any deduction from the Fee notwithstanding any dispute with us in respect of an invoice or any other matter.

6 Terms of Business with Third Parties

6.1 Our contracts with third parties in connection with the Programme are made in accordance with standard or individual conditions and contracts (“the Contracts”). You accept, and agree to comply with the terms of such Contracts and acknowledge that work required by you can only be carried out within, and subject to the provisions of the Contracts, including, without limitation the provisions relating to cancellations, omissions and deadlines.

7 Copyright and other rights

7.1 All rights in the artwork, copy and all other work created by us for you including ownership of tangible property and all intellectual property rights (“the Rights”) and all physical material purchased by us for you (“the Property”) shall belong to us, subject to clause 7.2. This does not apply to “stock” photographs obtained from news or photographic agencies, nor to photographic or film negatives.

7.2 Rights in materials or services provided by third parties for your benefit will belong to those third parties unless specifically assigned to us or you. At your written request, we shall endeavour to obtain, if available, an assignment of such rights from a third party provided that you pay all costs and expenses involved.

7.3 Subject to clauses 7.4 and 7.5, at the end of the Programme, provided that you have complied with all your obligations in these Terms (and in particular regarding payment of the Fee), we will, if you request, assign the Property and Rights to you provided that you will continue to permit us to use the Rights and Property for our own marketing purposes.

7.4 We shall retain all Rights and Property in any material contained in any presentation made in competition with any other consultancy in the event of our presentation being unsuccessful.

7.5 Upon termination of these Terms or on completion of the Programme, unused or unpublished plans, materials and ideas prepared or commissioned by us shall remain our property and shall not be used by you thereafter, regardless of whether or not the physical embodiment of any creative work is in your possession, in the form of copy, artwork, plates, films or otherwise.

7.6 We will keep in our care the Property, but in the absence of negligence on our part, we will not be liable for any unauthorised use of, damage to, or destruction of such property. In addition we will not be required to recover typesetting, colour separations, printing plates, and the like from media and suppliers once we have parted with them. We shall be entitled to destroy all such material left in our custody after 1 year, or after giving notice to you at such earlier time as we think reasonable.

8 Your Property

8.1 Any property that you make available to us for any purpose in connection with the Programme shall be and shall remain at all times at your risk. You will be responsible for your property when in the hands of the media, printers, production companies or otherwise. In the absence of negligence on our part we shall have no liability for the loss of, damage to or misuse of such property.

9 Legal Liability and other claims

9.1 We shall not be liable for any delay in, or omission of, publication or transmission, or any error or claim arising from the Programme or any material prepared, provided or commissioned (or which ought to have been prepared, provided or commissioned) which is not due solely to our negligence and subject to clause .

9.2 In any event, the maximum aggregate extent of our liability in respect of any claims or demands brought by you against us under these Terms shall be limited to a sum equal to the total Fee paid to us in respect of the services in relation to which the claim or demand is made.

9.3 You will indemnify us and our officers, directors, agents and employees against any loss, claims, damages, liabilities and expenses we may incur as the result of:-

9.3.1 any material prepared or commissioned for you by us and approved by you before publication;

9.3.2 any cancellation of, or amendment to, the Programme by you;

9.3.3 the use of your property; and

9.3.4 the acts and omissions of you and your employees and agents in the performance of your obligations under these Terms.

9.4 We shall not be liable to you for any act or omission to the extent that such act or omission arises from any event outside our reasonable control. If we are prevented from fulfilling our obligations under these Terms by reason of any event outside our reasonable control, we shall not be liable for any breach of contract and shall be entitled without any liability to you to extend the time or times for delivery of the services or for performing our obligations under these Terms by a period at least equivalent to that during which such delivery or performance has been prevented by such event.

10 Termination Provisions

10.1 These Terms shall terminate automatically upon completion of the Programme and payment in full having been made by you in accordance with these Terms. The Terms may also be terminated by either party giving the other not less than 8 weeks notice in writing.

10.2 Our respective rights, duties and responsibilities shall continue in full force during the period of notice.

10.3 We shall be entitled to receive the Fee during the period of notice. If the Fee cannot be agreed then the amount payable will be calculated on the basis of the average Fee paid during the four months, or such shorter period as is applicable, prior to the date of termination. In addition we will continue to invoice you for all other materials and services authorised by you which we provide and perform.

10.4 On termination:-

10.4.1 you shall remain liable for all sums due to us and any third parties under these Terms up to and including any notice period;

10.4.2 the termination shall not affect our respective rights or remedies in respect of any antecedent breach of these Terms; and

10.4.3 the termination shall not affect any provisions in these Terms which are expressed to remain in full force and effect notwithstanding such termination.

11 Confidential Information

11.1 In this clause, “Confidential Information” means all and any information concerning our or your business or finances, including (without limitation) all recommendations, concepts and materials shown by us to you.

11.2 Subject to clause 11.4, you shall not at any time use or disclose without our permission any Confidential Information relating to us or our business or disclose the contents of or make any documents supplied by us in connection with the Programme available to any third party, either in whole or in part, or use them for any purposes other than those for which they were handed over, or make any copies of such documents.

11.3 Subject to clause 11.4, we acknowledge a duty not at any time to disclose without your permission any Confidential Information relating to you or your business which is acquired as a result of studies or surveys by us or otherwise.

11.4 The provisions of clause 11.2 and 11.3 do not apply to information already in the public domain or information which comes into the public domain other than as a result of a breach of these Terms or which we or you are required to disclose pursuant to any statute, regulation or order of any court or regulatory authority.

11.5 You acknowledge our right to use as we see fit any general promotional intelligence gained about your products, services or market which we gain in the course of the Programme.

12 Restrictive Covenant

12.1 You agree that you will not endeavour to entice away from us any employee of ours that has worked on the Programme, for a period of 1 year after the end of the Programme.

13 Standards

13.1 You agree to provide us with accurate information regarding your products, goods and services and to check all material prepared by us for accuracy. You will inform us promptly if any work prepared by us is inaccurate, misleading or false or likely to give rise to any civil claim or to contravene any legislation, court order or undertakings given by you.

14 General

14.1 These Terms represent the entire agreement and understanding between us and you (and therefore supersede any previous agreement or arrangements).

14.2 The waiver by us of any breach of these Terms shall not prevent their subsequent enforcement and shall not be deemed to be a waiver of any subsequent breach.

14.3 We reserve the right to use the services of people other than our own employees and executives when carrying out the Programme.

14.4 Any notice required to be given under these Terms shall be in writing and delivered personally or sent by first class post to our or your registered office for the time being as the case may be.

14.5 These Terms shall be governed by and construed in accordance with English law and you and we submit to the exclusive jurisdiction of the English courts.

15 Travel

15.1 In the case where the projects require travelling outside Aeron Branding London, Aeron Branding Personnel travel is billed at actual business class airfare and hotel accommodation expenses according to the Aeron Branding Per diem – currently Euro 350 per person per day in Europe and US Dollars 250 in the Middle East, US Dollars 450 per person in Dubai (other geographies or instances where the location costs exceed the per diem allocation will be treated on a case by case basis).

15.2 Non-commissionable items: Packing, postage, freight charges and custom clearance are billed at cost.

BEN ROBINSON

The launch of any new brand identity always carries a mixture of excitement and trepidation for both those announcing it, and those who will use and wear it day-to-day – in some cases literally.

Reinvigorating established brands will always be met with resistance. New identities for AirBnB and DropBox were both met with criticism, which is always heard louder than praise on the internet. Launch hiccups were handled well, stakeholders brought on board and the designs are now firmly established.

However, football clubs are brands of a different ilk. They engender fierce loyalty, and fans almost always prefer to look backwards than forwards when it comes to asserting their identity.

Branding football clubs, therefore, is a task increasingly fraught with danger – especially in the age of social media. Pre-internet grumbles from the terraces might have made it as far as a fanzine but otherwise fans just had to take what they were given when their treasured team unleashed a fashionable – if rarely stylish – new badge on the latest match-shirt.

Now, every slightest tweak is subject to the mightiest scrutiny. Arsenal’s 2002 simplified crest looked neat, but switched the direction the Gooners gun was pointing – sacrilege! In 2014 Hull dropped the name of the club from their badge to fan’s ire. Two years later, Aston Villa “spent £80,000 to remove the word ‘prepared’ from their crest” – ‘that could have been a new player!’. They should have asked the fans first. The fans care most about the club. The fans know best.

Which brings us to Leeds United. Keen to avoid such pitfalls, the new design to celebrate the club’s centenary was launched after six months of research and consultation with 10,000 stakeholders. Great fanfare and excitement was met with immediate and apparently universal distain from social media – especially the fans.

📸 | Our new crest #MOT #LUFC

6 months of research
10,000 people consulted
Ready for the next 100 years

Watch video ➡️ https://t.co/rIIdL2Yz9F pic.twitter.com/pMrd3zTjCl

— Leeds United (@LUFC) January 24, 2018

For brands with such powerful stakeholder groups, the ability to meet everyone’s needs is like disentangling a Gordian knot. Careful engagement is crucial and goes beyond market research and consultation. It requires careful management after the launch as well.

However, sometimes it is necessary to show leadership and just cut the chord so you can move on. Juventus, took a radical approach to rebrand. Their success on and off the pitch meant they could reveal a far more revolutionary symbol as demonstration for their intention to build a brand – and legacy – that is more than just selling a few extra scarves and shirts. The new design therefore, although challenged by fans, seems to be living up to its iconic ambitions.

Now it seems Hull City have learned from their mistakes and our keeping the fanbase in the loop on the new design.

Leeds are stuck in the bind though. After all, if you are designing a logo for the fans, by the fans – you better make sure the fans actually like it!

Life is a matter of Black and White. #2beJUVENTUS pic.twitter.com/qQgiPf0nKV

— JuventusFC (@juventusfcen) January 16, 2017

When two great brands come together, the ability to pool resources, expertise and opportunities opens up a whole world of potential synergy.

However, when two great brands come together, how do they tell their newly-allied story? How do they display their united ambition when they already have strong, distinct and individual identities. This was a challenge we were able to guide leading international shipping company Bahri through, as they were due to embark on not one, but two such journeys.

Working closely with Bahri, we analysed the requirements and repercussions of a conjoined brand and how it should balance the incumbent needs of the parent brands. In the case of both endeavours, Bahri was to be the majority shareholder although this was reflected differently in the resulting identities.

 

 

 

 

 

 

 

 

Partnering with Koninklijke Bunge B.V. (“Bunge”), a wholly-owned subsidiary of Bunge Limited, the two companies formed BahriBunge Dry Bulk Ltd to develop and strengthen the import and export of dry bulk goods into and out of the Middle East. In this instance, the new name was accompanied with a distinct new logo, and was accompanied by the endorsement of both the Bahri Dy Bulk and Bunge logos.

 

Bahri and Bunge ​on the same journey towards excellence by launching “#BahriBunge Dry Bulk Ltd.” In Dubai pic.twitter.com/TO8wzAIcMX

— Bahri | البحري (@OneBahri) October 5, 2017

In the joint venture with French forwarding and logistics group Bolloré, officially inaugurated as Bahri Bolloré Logistics, it was possible to take a more streamlined approach. Both parent brands had shared equity with similar colour palettes and bold, sans serif wordmarks. Bahri Bolloré Logistics, therefore, was able to become an extension of the Bahri Logistics brand, incorporating the name and colour of the French partner within the Bahri Logistics logo.

#Bahri and Bolloré celebrate the launch of #BahriBolloré logistics in Riyadh pic.twitter.com/msTBWJMz7i

— Bahri | البحري (@OneBahri) September 27, 2017