Mindshare is a global media agency network consisting of 7,000+ employees, in 116 offices across 86 countries and with billings in excess of US$34.5 billion.
The brand refresh was initiated as the identity had not evolved with the agency’s requirements since the launch in 2007. As a result the identity became outdated and subsequently diluted due to employees using clients branding instead.
As the global brand lead, I orchestrated a new identity concept that would facilitate more flexibility and longevity; A set of adaptable core identity elements that can be used in various combinations to tailor a communication to the audience. Combined with a rich collection of conceptual images, enabled employees to create dynamic and engaging communications that work both locally and globally whilst always retaining brand consistency.
The refresh was implemented across all brand and marketing collateral for the business and rolled out throughout all markets. This included; brand hierarchy, master brand identity (exc. logo), product, departmental and event logos, global use image library, office signage and decor, Microsoft Office templates and ribbon development including all visual assets, print, digital, web and social advertising collateral, marketing books and POVs, corporate brand stationery suite, intranet, extranet and global and local market websites and all brand guidelines for the above.