Taylor Nelson Sofres had grown, organically and through acquisition, to become one of the world’s leading qualitative and quantitative research companies. In so doing, it had struggled to maintain clarity in terms of who it was, what it offered and what it stood for. It had also, over time, created or bought too many sub-brands, which added to the complexity of their offer.
This project involved a complete overhaul of their brand at a global level, from brand strategy to making sense of and simplifying their brand architecture as well as, ultimately, a brand idea and visual identity that brought their new positioning and brand architecture to life.
SIXTH SENSE OF BUSINESS
A thorough review across their key markets, sectors and areas of expertise in the USA, Europe and Asia, concluded that clients were looking to research companies to deliver more than simply statistics and the ability to deliver 150 slide research documents. They were looking for an expert research partner that thought and acted more like a consultant than a number cruncher. This meant delivering knowledge, understanding and recommendations that, genuinely, would contribute to a client’s business and success – seeing the wood for the trees and offering the incisive research-driven insights that their clients would struggle to see themselves.
In other words, being the eyes and ears of business, seeing things that no one else could see and looking at the world from a different perspective.
This story was encapsulated in the idea of The Sixth Sense of Business, to reflect their ability to combine insights, expertise, experience and intuition. The logo suggested different perspectives, designed to play a trick on the eye. Is it a flat hexagon or in fact a 3-dimensional cube? The visual language and confident tone of voice, too, reflected this.
Happy Ever After
The re-brand united and galvanized a somewhat fragmented business. It gave employees permission to be more creative and it made sense of the complexity of their organisation and offer. It contributed to a period of substantial growth, culminating in the business being bought by WPP some four years later.
With thanks to Wolff Olins.