How do I plan a rebrand? The MovePlan story

How do I plan a rebrand?

Over the past six months we’ve been working on a series of great brand and web projects. This is one of the biggest and covers nearly all the disciplines in which we work. Our client is the global business logistics consultancy MovePlan.

Their brief to us was to retain their longstanding brand identity and update it by working on a fresh approach to all the ‘moving parts’. This has covered in particular creating a library of custom photography which we’ve applied to the digital assets they use for sales.

With so much uncertainty around today, the kind of project where a strong, familiar brand is updated with better marketing may suit many businesses. In particular those with one eye on ‘what comes next’ and how best to use a squeezed marketing budget. Strategic thinking is the order of the day and this project is a great answer to the question ‘how do I plan a rebrand?’.

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Making your website work harder: how to use this time effectively

making the web work harder

Like most of you, I am having the strange experience of working sitting at a repurposed kitchen table. My team are scattered in various living rooms and hallways around London, and we’re making the best of working from home by Zooming and Slacking.

While it’s not quite the same sort of team working as we’re familiar with, everyone is gradually getting used to it.

As for our clients, it seems that colleagues spread far and wide like ours are doing their often impressive level best to keep workflow going. Days are spent online, leading many of us to wonder how to go about making the web work harder. Our personal and working worlds have shrunk, but how can we avoid our businesses doing the same?

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Harrier Partners: new corporate finance logo and web design

corporate finance logo and web design

As somebody who grew up with an accountant for a father, I’ve always been taught the value of money and the reassuring precision of sums that add up. You know where you stand, for good or ill. This exactitude has an echo in the satisfaction of geometry and symmetry.

Not every piece of brand design we work on has to follow rules or be symmetrical – life would be rather dreary if so. However, when working on a corporate finance logo and web design brief, there’s an argument for finding a rather specific balance.

It’s a perspective that has been realised for business consultants Harrier Partners and the branding work we’ve just completed for them.

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Why every design project ends up redefining your brand

redefining your brand

Just recently in the studio, we’ve been throwing around a new theory:  that every piece of creative we work on is actually ‘a brand project’.

Our theory is that every time we complete a piece of design it advances a brand in some way. That’s a punchy claim, but the more we started thinking about it, the more it just happens to be true.

Rare is the piece of design that we do that is without any sort of innovation. Equally unusual is collaborating with a brand that has guidelines so exhaustive that every eventuality has been considered. In fact these gradual ways of redefining your brand aren’t a problem but actually, we believe, positive incremental changes that should be embraced.

With a creative brand guardian overviewing the work, these could be seen as investments in the future of the brand.

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Pop the FAQ: why you should use ‘questions and answers’ on your website

Everyone’s got a question. Nobody understands everything. If you think your website explains every possible detail about your business and its services I’ll show you someone who reads it differently. Chances are that even if you have covered all the angles, someone vital will miss the part where you explained in detailed bullet-points that very thing they were wondering about.

Voice activated systems such as Siri or Alexa mean these exchange are invariably conducted in a questions and answers format. It’s a prevailing trend that is becoming embedded in the psyche of web users, however they search. So how to address these in a wider context? A good shortcut could be bringing back an old Frequently Asked Questions page – FAQ – in a fresh, customer-focussed way.

With this in mind, here are some thoughts on how best to reimagine this Web 1.0 feature for a new era.

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Get me in: secure client login areas for financial services

secure client login areas for financial services

When is a website not just a website? My answer: when it helps you out. I don’t just mean that the site sells something or lets you source information like a train time (though those are both really helpful), but when you can actually retrieve something almost physical that you need.

I mention this because we’ve been thinking recently about the ways in which websites can actually move beyond being just a ‘business portfolio’ and evolve into an interactive, genuinely useful, perhaps even personalised resource.

No doubt there will be many industries for which this idea of a site being genuinely personalised in the future, but in the first instance we’ve been working on a fresh take on secure client login areas for financial services businesses.

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