The Challenge
As a seasoned board advisor in corporate governance, including 15 years as a partner at PwC, Tom Gosling wanted the brand for his start-up business to project his individual style and thinking as well as his first class track record in C Suite consulting.
Brand Objective
To create a distinctive brand within the very competitive market of small to medium sized professional consulting businesses and influencers in the area of responsible business.
IM’s Approach
POSITIONING > BRANDING > WEBSITE > COLLATERAL
Positioning and branding
To carve a niche for the business amongst a sea of ‘corporate’ consulting firms and influencers, the new brand was positioned to reflect Tom’s slightly quirky, individual and searching style of work, depth of thinking and trustworthiness; this was achieved by creating a clean, simple logo and using bold colours, informal fonts and abstract imagery – with a set of brand guidelines to bring the whole look and feel together.
Brand activation
Website
The website design puts life into the informal, edgy personality of Tom’s brand, whilst showcasing the depth of knowledge, evidence-based experience and integrity behind the services the brand offers; the site content achieves this by weaving the brand narrative around a curation of research papers, blogs, videos and podcasts. Visit Tom Gosling’s website tom-gosling.com
Collateral
As this is a start-up, the brand roll-out was kept straight forward with emphasis on the essentials only at this stage. Following the website launch, IM created brand style guides and templates in Microsoft PowerPoint and Word that can be used flexibly and cost effectively for many different needs.
“I’m delighted with the brand positioning and design delivered by IM to launch my business. From the initial briefing to completion the project ran seamlessly, on time and with great attention to detail. IM presented me with a range of ideas and helped me to define what I was looking for from the brand and then rapidly developed the detailed branding following that initial input. I have to say they really nailed it, pretty much first time.”
