CG

Year: 2008

 

Problem

32 legal entities (organizations and holding companies); 5 product and corporate brands of different lengths of existence and 8 different countries (therefore, to a large extent, 8 different cultures) had to be integrated under one global brand.

 

Research analysis and insight

Despite being engineering heavyweights, the corporate brands had differentiated themselves through their service and relationships with stakeholders.

 

Communication solutions

An ideantity™ that graphically exhibited ‘relationship’... the ideantity™ became the centre of ‘One brand, one quality, one price’ globally. chlorophyll also created legal and JV brand naming templates for the future.

 

Behavioural solutions

Integrating the corporate-value-based behaviour alignment with the existing appraisal system.

other projects

Drift

Creating an international coffee shop experience for Visa applicants waiting at centres run by VFS Global, the world’s largest outsourcing and technology services specialist for diplomatic missions and governments.

The Baya Company

Creating a differentiated brand for a realty developer primarily engaged in redevelopment of Mumbai’s slums.
In redevelopment projects, precision is crucial. Precision that delivers long-term value and prevents a significant increase in homeowners’ living costs.