The challenge was that the group had never been perceived as a 'group'. At the customer level dealings were done with individual local companies all with different names and their own brand recognition.
Our job consisted of developing a branding process that could be easily followed by the many different operating companies within the group. We created a set of guidelines including guidance and rules on colour, fonts, layout styles, use of photography, print recommendations, presentation styles, signage and other frequently used mediums
It was a challenge to consider all of the local management and operational issues including local languages. With all of these considerations taken account of and fed into the process, the end result was very positive resulting in a strong international brand with good levels of recognition across target sectors.