Barnett Waddingham
A brand refresh and visual identity for the UK’s largest independent provider of
actuarial, administration and consultancy services. This established company has
68 partners and over 940 employees across 7 UK offices at this time of change.
Delivering
Vision, Values & Purpose I Visual Audit I Interviews I Rebranding I Internal Comms & Branding I Signage I Literature I Digital Marketing I Workshops Naming I Tone of Voice I Strapline I Guidelines
Challenge
Within changing and challenging markets, Barnett Waddingham (BW) recognised that their existing brand identity required more than a facelift, it needed a refresh that went deep within the organisation. Renaming the business was carefully considered and with the potential to shorten to BW in the long term was also evaluated.
Clarity was employed to bring a clear case for change and a strategy on how to implement this across the business.
Approach
The understanding for all was at the core of our strategy — starting with an audit, it became a highly collaborative process, interviewing the partners within the business.
Our findings showed that although the brand was alive, it was not thriving — we needed to help BW develop and craft a story that would drive it forward for the future.
Working closely with the Management Board, Clarity helped revive and develop the BW purpose, principles and values. This created a strong foundation on which to build a unique and engaging story told through their promise ‘to do the right thing’.
Outcome
The value of the brand refresh has been enjoyed and delivered across the business, enabling employees to work closer together with common purpose and energy.
Ellipses within the new logotype represent various aspects of the business and are used within the BW customer and employee presentations. This compelling story is built on a solid foundation of principles and values.
The new strapline ‘beyond the expected’ helped to connect the communication dots whilst supporting a fresh, dynamic logo. This new project has delivered a much needed spark within the business, delivered through the ‘beyond’ employee
engagement campaign developed by Clarity.
Clients can expect a more confident presentation and delivery of the brand across all touchpoints. As part of the ongoing brand programme, Clarity continues to advise and contribute value for BW and are constantly looking to develop their relationship.
“Working with Stephen has given us all a renewed confidence and
a new way to express ourselves from the inside out."
Simon Rusling I Partner & Head of Marketing
