Project Overview
Recognizing that they’d evolved from their original core business model, research consultancy Pollinate needed to reflect this shift via an identity refresh. This new visual identity was to speak true to their brand ethos and spark the curiosity of future clients. The Edison Agency was engaged to lead this identity transformation and discover just how Pollinate’s new identity could not only represent their growth but actively drive it.
Project Commissioner
Project Creator
Team
Amber Bonney - Executive Director, Creative & Strategy
Veronica Rinaldi - Lead Designer
Niki Beeston Senior Account Director
Matt OConnor - Senior Creative Artworker
Howard Parry-Husbands - CEO & Founder of Pollinate
Project Brief
Since its initial inception, Pollinate has evolved from its original core business as a market research company into a strategic consultancy business that encompasses a much wider remit other than just research. Services that run in parallel to research, such as brand consultancy and communications have been added to the roster allowing them to become full-service.
The remedy needed to accommodate this growth was to develop a new positioning and a visual identity system that spoke to Pollinate’s ability to deliver unconventional thinking that is grounded in world-class research, empowers its clients through connected insights, and results in positive action. Pollinate prides itself on being able to translate complicated research outcomes into usable, relatable insights that are easily understood.
Project Innovation/Need
The brand relaunch allowed us to create a strategic brand foundation for the Pollinate brand by defining its new positioning, brand story, and voice. The visual identity system evolved from slightly whimsical and quirky in nature to a more mature expression that still maintained playful, warm, and unconventional elements central to the Pollinate business and brand.
The positioning created for Pollinate was centered around empowering their customers to make informed decisions and to take positive action through connected insights. The new identity is playful and dynamic, with elements that provoke curiousness and exploration. The Pollinate word mark followed the existing visual form but with an amplified weight for a greater, bolder presence which also accentuated the quirkiness of some of the letters, tying it back to the unconventional thinking that Pollinate prides itself on.
A vibrant color palette was inspired by the world of pollination and allows for a contrast of classic and bold combinations but is grounded by a charcoal color that gives the brand a premium, mature feel. Icons were developed, the arrows talking to the process itself and the flowers representing the result of pollination – demonstrating the cause and effect that Pollinate would deliver for its clients. These could then be used as colorful icons on their own or as a way to house imagery – giving the system flex when required.
Design Challenge
Pollinate has grown more into a strategic consultancy business than just a research company, now possessing a much wider breadth of services than when the business began. Additionally, Pollinate’s MD and founder had a high profile in the industry and a big personality to match – meaning outsiders and prospective clients would often see him as the sum and parts of the Pollinate business, rather than the business as an independent organism with many exceptional and experienced personnel. This needed to be taken into consideration to give Pollinate a distinct identity that its team could build on, that emphasized the creative and unconventional thinking that it wanted to be known for.
Effectiveness
The new positioning created for Pollinate was centered around empowering their customers to make informed decisions and to take positive action by using insights that are connected, brought to life through a visual identity that would ‘show not tell’ the thinking and personality that sets Pollinate apart from the rest. Helping to inject some color, personality, and creativity into a brand that would represent energy and growth for itself and its clients.
The new identity will be rolled out across Pollinate’s website, email signature, social assets, PPT templates, and as both a traditional brand guide and a digital brand guide.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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