FTSE 100 media group Informa is on a journey to adapt, refresh and revitalise the Group brand experience, tasking Luminous with making it ‘more understandable, more accessible and more consistent’.
With over 50 brands in 42 countries, over time the masterbrand experience had become diluted and hierarchy confused, so the major challenge was to use brand effectively to align the global business. We set about creating clarity on the ‘4Ps’ – purpose, positioning, principles and personality – as well as a clear brand architecture and an exciting new creative expression.
The discovery stage utilised insight from online employee surveys, divisional workshops and interviews with management and key stakeholders.
The challenge ranged from high-level strategic thinking to granular detailed execution, with creation of new guidelines, templates, image library, website, corporate and marketing collateral as well as merchandise and interior graphics.