Delivering a strong brand proposition and identity for a financial insights and intelligence provider
Last Word is a specialist B2B organisation, connecting financial professionals to essential insights and intelligence through magazines, websites, research and events.
Established in 2005 and approaching their 10th anniversary, the business identified a barrier to growth rooted in their existing brand positioning and identity.
Whilst the magazines were reputed in their specialist market areas, there was limited understanding of the Last Word Media parent brand and its broader research and event-based offer. Furthermore, the confidence and capabilities of the ten year old organisation had significantly outgrown the existing visual identity.
As a result the organisation was losing out on new business and cross-selling opportunities.
We worked with Last Word Media to create a brand that built upon existing brand equity but brought more clarity, cohesion, confidence and distinction across the brand.
Following a review of the Group brand architecture, we worked with the Board of Directors to establish a brand strategy aligned to their business objectives and developed a confident brand positioning concept: Last word, first source.
A strong messaging platform helped to reinforce the organisation’s position as the lead choice for financial professionals seeking credible and engaging insight, intelligence and inspiration.
The newly refreshed brand identity has helped the business to:
– Raise awareness of the Last Word parent brand.
– Build greater awareness and understanding of the Last Word offer.
– Better represent the quality and calibre of the business.
– Bring greater clarity, confidence and cohesion to all group communications.
– Focus and aligned internal brand behaviours.