As the company was making headlines due to financial problems and insolvency risks, there was a mandatory re branding taking place as they were forbidden to keep on using their former company name.
Move on is more than a name, a state of mind, or a consumer target message. It is a statement, and an internal message. All the work developed had to address that change, that new attitude - in a very rational and cost effective process. Everything possible was re used, the new brand came in to place, and with minor cost a major change was achieved.