For some time now I’ve been working with IIP Scotland to help them on their journey through a rebrand that most people agree has had a pretty remarkable outcome. Along the way I enlisted the help of Front Page in Glasgow (website) Studio LR in Leith (identity) and 3X1 (PR) to help make the new brand for IIP Scotland truly remarkable.
IIP Scotland has been steadily growing its portfolio of services for some time now and is on the cusp of even more innovation. So, with an increasing emphasis on consultancy work, rather than offering only IIP accreditation, allied to the success of the Investors in Young People Award (a Scotland only initiative) and in anticipation of a slew of exciting new consultancy offers, the time was right for IIP Scotland to rebrand to reflect its growing portfolio of client-led services.
I was commissioned by the remarkable Peter Russian (if you know him you’ll know why I use that adjective to describe him) to conduct a comprehensive consultation process that sought the views of a cross section of staff, board members, clients and prospects to identify a clear new proposition for the organisation.
As an interim measure, the website was redesigned, after a pitch, by Front Page.
‘Love your business, love your people’ became the core communication and resulted in a far more engaging site.
On 20th June we witnessed the public unveiling of a new name, a new brand and a radically different look and feel.
The result is Re:markable. With a colon. (But not in copy.)
The name reflects the fact that Remarkable (the new home for IIP in Scotland) delivers a world-class range of services. It helps organisations become more successful by developing and empowering their people to have increased control in their workplace.
It’s intended to be more dynamic, passionate and authoritative, with supportive and genuine Specialists (consultants).
The name reflects the fact that Remarkable makes a marked difference to the organisations it works with; and offers marks of quality (to include Investors in People in Scotland) and a world-class range of consultancy tools and services.
It’s a mark that recognises they are more able. And that’s remarkable.
It’s bold. That’s partly down to the board challenging us to think big, to be positive and to be radical.
But the marque itself is restrained, classical almost. That’s because we wanted to maintain a sense of authority and too much fuss with typography might just have been a step too far.
We commissioned a full new suite of photography using real people (clients, all of them) by Sam Sills that showed ordinary people doing their jobs remarkably.
Working with a client that wasn’t willing to accept anything less than statement work was a real delight. And with agencies that gave their all was brilliant too.
An intelligent, thought provoking team that really walk their walk were a real pleasure to do business with and I believe they’ve been rewarded with an outcome that succeeds in completely repositioning their organisation.
And that’s been rewarded with tremendous initial results. The PR alone reached 7.5 million people (with 100% positive messaging), web traffic doubled, new visitors trebled, and I love this quote from the managing partner of one of Scotland’s largest law firms.
“It’s brilliant. It’s clean, fresh, and open to all sorts of innovative branding and marketing collateral. Great job and all the best as you all move forward to the next phase of getting the brand firmly established”