New Brand Strategy and Brand Identity Project

  • Jessica Bahia

Scanmar is a global marketing analytics company who acquired British marketingQED, who are leaders in marketing effectiveness technology. They required a new Brand Strategy that would disrupt, engage and drive action, to Client-side marketers, looking to improve their understanding of marketing effectiveness. I was appointed this project, and lead the entire process working direct with the client, the CEO, Han Mjer and Managing Director, John Dawson. We undertook extensive competitor research, conducted quantitative research with existing Clients and I ran a series of face to face workshops to uncover key Insights, that fed in to the development of the New Brand Strategy. We looked at Brand Architecture, devised a new Brand Strategy, including Brand Essence, Values, Personality, Promise, Positioning and then worked with a Brand Identity studio in Melbourne, Studioworldwide, to bring the Visual Identity to life. Furthermore, once the Brand Identity had been developed, I lead the Project to develop marketing communications that were fresh and new to the data science category.