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Year: 2000

Mr LC Singh, ex-TCS (India’s biggest IT brand) and a creative cybernetics visionary, wished to create a Solutions Integration & Management Consulting company (along with one of South Africa’s biggest banks and a $6 bn networking company).

Key insight

The most fertile soil of new ideas is ‘nothingness’, a state of mind that is receptive to all influences.

Communication solution

A new brand name, an ideantity™ and a brand line that summed up the brand. (The insight for the visual was this: every time an egg is broken from outside, it destroys life. Every time an egg is broken from within, it creates life.)

Behavioural solutions

chlorophyll created behavioural templates, customer service standards, a charter of leadership behaviour and metrics of success in 2007, as a part of brand rejuvenation.