DELOITTE GLOBAL BRANDING by The Partners for Deloitte

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DELOITTE GLOBAL BRANDING

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency The Partners
Creative Director Nick Eagleton
Released April 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: DELOITTE
Product/Service: DELOITTE
Agency: THE PARTNERS
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: THE PARTNERS, London, UNITED KINGDOM
Managing Partner: Jim Prior (The Partners)
Creative Director: Nick Eagleton (The Partners)
Client Director: Andrew Webster (The Partners)
Design Director: Robert Ball (The Partners)
Senior Designer: Clare Théophane (The Partners)
Head of Digital: Nathan Williams (The Partners)
Media placement: Overview - Global communications - 1 April 2009 - 1 March 2010
Media placement: Visual identity - Global communications - 1 April 2009
Media placement: Brand book - Internal communications - 1 April 2009
Media placement: PlanetSaver - Internal digital application - 1 January 2010
Media placement: News Map - Deloitte environments - 1 June 2009
Media placement: Green Dot Campaign - Global advertising (newspapers, magazines, billboards) - 1 May 2009
Media placement: Summary - Global communications - 1 April 2009 - 1 March 2010

Describe the challenges and key objectives
Deloitte is a network of 170,000 people in 142 countries. With such a complex organisation, any idea that can have a global impact has to be simple, and readily usable by everyone from partners to PAs.

Describe the brief from the client
Put one of the world’s biggest financial services firms into a category of one.

Describe how you arrived at the final design
The idea we gave Deloitte was a simple question to everyone in the firm: What are you doing every day to be Always One Step Ahead? When they asked for a brand book, we gave them a book that didn’t mention the word brand. When they asked for a screensaver, we told them screens didn’t need saving, the world did. When they wanted a global advertising campaign, we forced them to break free from the conventions of the sector to create something unique and brave that no-one would forget.

Give some indication of how successful the outcome was in the market
The brand positioning, visual identity and advertising campaign have been adopted across the entire Deloitte world – this has never been achieved before with any previous initiative. External research suggests that perceptions are already changing and Deloitte is moving away from the homogeneity with its close competitors that has prevailed until now.