Branding a service business

Challenge: Clarifying what to stand for

Indigo is a town planning consultancy. The business had grown quickly to four offices and within the company people were unsure what the firm stood for.

Externally, a customer survey showed customers too were unsure what differentiated Indigo, and they thought that the company’s stated values over promised.

Solution: Smart thinking, practical solutions

Kin were appointed to refresh Indigo’s branding and after research and an internal workshop we articulated the brand positioning of ‘smart thinking, practical solutions’. What differentiates Indigo is the way people apply their knowledge to the planning process and keep being tenacious to get results.

We revitalised Indigo’s identity and took it through to new illustrations, internal communications, adverts, new brochure, case studies, PowerPoint template and direction for website. In the new brochure six key themes that demonstrate indigo’s approach are outlined in case studies such as ‘expect the unexpected’ and ‘never take no for an answer’.

Result: A more cohesive firm

The process engaged partners and staff, creating more cohesion and the resulting marketing collateral gives indigo material to win client pitches.

The process is giving us direction, bringing us together and engaging all our partners and staff in our values and branding “across our four offices”.

Bill Davison, Partner, Indigo Planning