How we re-branded AMS
It’s been a busy 18 months for the Marketing & Communications and Resourcing Communications teams at Alexander Mann Solutions as we developed and launched our new brand (all in-house, of course).
In February 2008 AMS acquired Capital Consulting, then one of the leading RPO providers in Europe. We knew from the very start that this meant something new and very exciting for the industry and a fresh brand would have to be developed to communicate our combined strengths.
Fast forward to May, and after a thorough consultation with every level of the two businesses, we have settled on three new values: ‘passionate’, one of the Alexander Mann Solutions’ values, ’distinctive’, one of Capital Consulting’s, and a new one, ‘authentic’. These new values are clearly related to the original sets, while reflecting the culture and attitude of our new combined business.
By the following month we narrowed down our new visual identity to two creative concepts, named Black and White, which we take to our Leadership team. They loved both, but a decision had to be made. After a lot of discussion, Black was chosen in July, developed over the following weeks, and launched in August 2008 to much fanfare and positive feedback from the business.
We wanted our brand identity to inspire our people and our clients. It’s always an interesting experience when a business turns its expertise on itself. We have acted as employer brand consultants for many of our blue-chip clients, helping them to better attract and retain the best talent in the market. When we draw on those research, creative and evaluative skills for ourselves, it helps us develop an even deeper understanding of the challenges and opportunities re-branding represents for our clients – an understanding we will use when working with them in the future.
For more information on how you can tap into our brand consultancy expertise, get in touch