Building Project One’s Brand Identity
Project One is a change management consultancy that helps organisations transform their business. The company focuses on partnership and teamwork with their clients, and unlike their competitors, they don’t ‘take over’ but rather facilitate and lead. They are experts in their field, focused and honest in their approach, confident and proud in their work and, above all collaborative.
Building a Brand Identity Together
As Project One’s retained agency, Ultimate has received multiple briefs over the years for a wide variety of assignments. However, they all have one thing in common: overhauling the brand whilst retaining the values, integrity and heritage of Project One. They wanted a visual identity that more accurately reflected their personality but without moving significantly away from their pre-existing, recognisable brand. This identity needed to be successfully deployed on a variety of brand assets, from the website to multiple offline items.
Project One place great importance on valuing everybody as team members and trusting them to get the job done. Individual people are seen to be the heroes of the business. With people forming the heart of the company, it is crucial that Project One attracts the right ones. They aim to recruit 25 new consultants a year and so a recent challenge for Ultimate was to create a dedicated ‘Join Us’ section on their website. This needed to go beyond a normal ‘Careers’ page and instead act as a platform to enable team members to display their passion for Project One and its opportunities.
As Ultimate has continued to work with Project One the brief keeps on expanding. We are regularly asked to produce offline assets as well as continuous updates to the website.
Emphasising Brand Values
It is Project One’s brand values of collaboration and engagement that set them apart from their competition, so these need to be prominent in the visual identity, throughout everything we do. It needs to be clear that they are committed to delivering real change based on years of experience.
Building an Authority
Project One specialises in leadership of change, so it is necessary to portray their knowledgeable, trustworthy and clear voice. Clients need to feel confident that Project One can securely manage their change project.
Creating a Cohesive Identity
Ultimate’s work for Project One has taken a range of forms but it is crucial that each asset is clearly identifiable as being part of the same brand. The visual identity needs to be bold and clear.
Bringing Real Change to a Brand
Ultimate has totally revived the Project One brand in the course of our partnership. We have helped Project One develop their authoritative voice by incorporating a ‘Change Hub’ into the website we designed and built. Project One is able to publish valuable content that not only gives potential clients useful advice, but also an insight into how the team thinks and approaches challenges. In this area, Project One has really been able to take ownership of, and promote, the brand. Tied in with this, the new website also benefited from our search engine optimisation (SEO) consultancy. We conducted keyword research to more accurately identify the searches of Project One’s potential clients, which was then used to inform the structure of the website layout. Individual pages were also optimised to ensure that they were as Google friendly as possible.
Ultimate took time to truly understand Project One’s brand values and this paid dividend when working on their internal company magazine, ‘News At One’. This content focuses heavily on recognising the achievements and successes of team members and clients. We reflected this through prominent images of the people involved, clear messaging and a vibrant colour palette.
Alongside the new website and magazine, Ultimate has produced infographics, signage, newsletter templates and more. As well as printed material, we’ve produced animated videos, art directed photoshoots and assisted on their corporate videos.
"Through our partnership with Ultimate we have met our original objective – to create a brand and a visual identity that we could all be proud of – but it’s been done in such a way that together, we continue to stretch that brand and to apply it in new and innovative ways. We’re not only proud of our brand, we’re proud to get it out there and help our potential clients and employees understand us better and engage with us more easily. "
Geoff Mason - Content Director
A relationship that has gone from strength to strength
Over the years that Ultimate has worked with Project One, the partnership has gone from strength to strength. As their retained agency we continue to produce assets for them on a regular basis, to great feedback. The quality of Ultimate’s work is evident in the results Project One are seeing. Since Ultimate built the ‘Join Us’ section, the website has seen an incredible increase in traffic. Weekly visits have increased from 781 pre-launch to 1937 in subsequent weeks. 67% of these visitors were new to the website.