The challenge

The five organisations which came together to form Consumer Focus did not have a name, proposition or identity. Quadrant was briefed to develop these over a three month period in 2008 to enable the new unified organisation, Consumer Focus, to launch on October 1st.

What did we do?

We put together a multi–disciplinary team, including brand naming and design expertise, to work together to meet the challenge.

We worked at pace through a process designed by ourselves, which included:

• Board and senior staff interviews, name and design brief developments, a name development workshop
• Name short listing and consumer research, staff research, recommendations, board presentations
• Assistance in proposition development
• Development and testing of a strapline
• Design briefing, short listing, staff and stakeholder research
• Board presentation / recommendation, design finalisation
• Liaison with the internal team as required, but at minimal levels to enable them to devote attention elsewhere during the business transition.

What was the breakthrough for Consumer Focus?

• A name, strapline, proposition and corporate identity agreed and endorsed by the Board and consumers on time and budget.
• Variations to meet the national needs of the Scottish Welsh and Northern Irish parts of the organisation, including sourcing approved Welsh and Gaelic translations
• Minimal amount of time spent by the transition team on name and identity.