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Transform Awards 2011 - best global rebrand |
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Friday, 08 April 2011 14:10 |
Best global reband
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Gold
PwC |
=Silver
Hays |
=Silver
Zurich Financial Services |
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As one of the ‘Big 4’ global professional services in the world, having a strong and differentiated brand is a must for PricewaterhouseCoopers. When the company felt that their current brand was undifferentiated, inconsistent and lacking relevance, a rebrand was in order.
In partnership with Wolff Ollins the brand was repositioned under the new name ‘PwC’. The challenge was to create and immaculately implement a new brand that would be consistent across the company’s global network and be in accordance with more than 161,000 staff in 154 countries. Research showed that the company needed to build relationships that comply with what clients are seeking and the company’s own agenda. Having consulted their clients, partners and employees, PwC developed a new visual and verbal identity with a focus on the different meanings of value for different people. At the heart of the brand proposition was a visual identity that fitted the company’s and was easy to use online and in digital media.
The rebranded PwC now speaks with a single voice and visually distinguishes itself from its competitors. |
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