Repositioning Adrian.
Brand positioning is the territory you occupy in your customers’ mind relative to your competitors and whether those customers believe you’re the best option to meet their needs. Adrian approached us to help them in positioning them from a local brand into a regional leader. Through an in-depth audit of their existing brand perception through the eyes of all their stakeholders, we were able evaluate where the business was positioned in the marketplace. Using this information, we were able to to define what they say, where they say it, how they say it, and who they say it to in order to align into their new brand position. In the process, we embarked on a brand refresh that echoed Adrian’s new direction.
The Process:
Through an indepth audit we were able to articulate the Adrian Brand, unearth its purpose, promise and new positioning. These created a framework that would allow us to align all their touchpoints i.e communication, policies, brand architecture etc.
The Challenge:
In the process of aligning, we realized Adrian’s old logo did not fit with the new positioning of the brand so we embarked on a journey to refresh it by analyzing its composition and deriving meaning that would be implemented in a fresh visual identity.
OLD LOGO
Brand Strategy & Positioning:
Joe Mutuku
Jimm Ng'ang'a
Creative Director:
Jimm Ng'ang'a
Client:
Agency:
