Globally recognized and a market leader in the UK, Compass Group is a foodservice and support service organisation made up of some of the largest B2B brands in the industry. However, in a crowded marketplace they required a new, stand-out brand identity to increase brand awareness, brand positioning and visibility for their national vending services sector.
Brand Strategy, Creative Ideation, Visual Identity Development, Internal Brand Roll-out, External Brand Roll-out, Customer Experience (CX) Strategy, Web Development, Campaign Planning.
We developed a full, end-to-end creative brand wrapper to assist Compass Group in the launch of Fulfil. This included brand strategy and messaging, brand identity creation, brand communication toolkit and assets, website creation and internal roll-out strategy and planning. The final brand developed by rt. represents a confident and vibrant approach to the industry, with a compelling identity which positions Fulfill as a market leader that delivers exactly what it promises: the best in fulfilment.
Starting with an immersive research and discovery phase, we worked closely with key client divisions and stakeholders to not only understand the group itself but the marketplace it operated in. This in-depth qualitative, quantitative and workshop based research phase enabled us to not only propose a positively received naming strategy but also to fully get to grips with the core of the brand and its key values. We proposed the brand line ‘Brands in Safe Hands’- which encompassed the client’s dedication to excellent delivery.
Being part of a larger organization, the development of a clear brand recognition was a key outcome of our discovery sessions. We explored bold combinations of colour and shape, focusing on the emotional and rational reasoning behind the business’ existence, which resulted in the vibrant, high-impact visual brand identity centred around the new fulfill name.
The next step was to build an employee engagement strategy which included tailored video and marketing collateral to launch the new brand identity internally in stages across the UK and Europe before the new brand collateral was released to the public. The final identity, Fulfill, represents a confident and vibrant approach to the industry, as the market leader that delivers exactly what it promises – the best in fulfillment.