Creating a new brand identity for a global procurement as a service specialist
For blur Group PLC 2018 needed to start with a newly named brand, website and supporting integrated communications. The challenge was to complete the project in just 15 weeks working alongside partner PR and content agency, Rostrum. The new name needed to reflect the belief that both AI and the human element together improve the corporate buying and procurement process. The brand identity also needed to support the core brand ethos of Accelerated Procurement.
Naming and brand development
Our development role
Following a brand workshop with key stakeholders we gained the required insights to be able to finalise the design brief. Once all the key objectives had been agreed we began the process of finding the right name. After extensive research and brainstorming it was agreed that ‘Maistro’ was the right name to move forward with as it aligned with the brand strategy and had the key association with AI within the name.
Once the name was approved we began the process of developing the core identity ensuring that we had the brand ethos of Accelerated Procurement at the heart of the creative brief. What followed was an extensive roll out of integrated communications including white papers, client presentations, website look & feel and brand guidelines.
Sandra Chavasse Head of Marketing & Communications Maistro PLC
Visit the website at www.maistro.com