| Scottish Enterprise
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - Scottish Enterprise is Scotland's main economic development agency and our purpose is to stimulate a strong Scottish economy. Since 2002, we've been undergoing a rebranding exercise to overcome confusion in customers' minds about who we are and what we do. Strategy - We Identified the values at the heart of our organisation and developed a distinctive brand that communicates our values. We are ambitious for Scotland and our core thought while rebranding was - 'Scottish Enterprise, making connections that make things happen.' Result - Since 2002, we've seen year on year improvements in customer and employee satisfaction, resolved the visual chaos reducing 272 logos to 9 and seen a reduction in marketing costs of £6.4m. Credits: Client: Scottish Enterprise - www.scotent.com Brand Consultants: Corporate Edge, London Scottish Enterprise brand project leaders: Sandra Burke and Alan McIntyre Scottish Enterprise brand managers: Claire Carter and GAry McAulay Corporate Design Agency: Shandwick Design, Scotland back |
