Bringing a playful and upbeat energy by refreshing the brand for a leading business services provider. Target Group specialises in lending, investment and insurance, creating value for their clients through digital customer journey outsourcing and operational transformation.

Their brand was refreshed both internally and externally. We started strategically with their brand positioning and purpose and articulated it as ‘Transforming customer experiences’. Modernising a previous visual identity which was a literal interpretation of a target, we harnessed the idea of communication and developed a friendly face of the business in the logo mark. By using a dynamic logo with a range of colours, rather than just one, reflects the vibrancy and energy evolved from the newly defined purpose..

Visual language including a new uplifting colour palette, iconography and representational imagery was used to highlight the positivity within the culture. Colour blocking was a distinctive and simple graphical way to add flexibility. Both guidelines, which included tone of voice and templates were produced to roll out the brand.