Project name
WeAudit branding
Hyper Island Project
Project focus
Brand positioning
Logo design
5 weeks of re-branding project for the accounting firm, WeAudit, based in Stockholm, Sweden. Our Branding team worked closely with the firm representative in re-positioning the brand strategy and identity.
Client
WeAudit
Client's brief
We are accounting firm who wanted to be a punk rock band, desperate to go our own way…
Re-brief
How might we help to design a brand strategy to communicate with their new potential customers that WeAudit is revolutionary in the market, user-friendly, transparent, and fun as well as competent and knowledgeable
From our research, we highlighted 2 key brand insights from WeAudit employees and their main customers which would reflect their brand identity;
-
The most important things to the customers need to know that their auditor is doing professional, high -quality work
-
By talking to their customers, we learned that the customers appreciate WeAudits internal culture which friendly, human and fun culture
Value proposition
"It’s time for the auditing industry to lose the greys and blues. Auditing can be both friendly, fun & serious at the same time!"
Logo decision
We decided strategically to use Young Serif font for the clarity of the logo and added the pink circle to express their freshness and playfulness
Key messages
-
Easy to recognise
-
Own-able
-
Reliable
-
Unique as WeAudit is
Design process
1. Understand & Redefine
-
3 Workshops with client on business goal and brand personality to reach the Key brand insights
-
Competitor & customer research and analysis to reach the Brand positioning
-
Redefine client's brief to "how might we..." question
2. Ideate
We used Affinity diagram & Double diamond for;
-
Brand strategy
A human hybrid of being serious and fun
-
Design strategy
We want the visuals to create the positive emotion & personal feeling
3. Prototype
-
Visual elements – Tool kit
-
Prototype for website
Presentation & result
After 5 weeks we presented to WeAudit's team and received a compliment on how they would like to embrace our brand proposition and logo. They decided to make further development of their brand identity and website according to our suggestion.
My learning
In this branding project, I learnt that brand image is about what and how our client identifies themselves to the market and to their clients. It was important to listen to the perspective from our client and the client's clients carefully and find the balance in their brand position.
Team
Minal | Ritu | Sam | Sebeyol | Supawan Morris
