McLean Group

We saw the breadth of services offered by McLean as a unique proposition. Rebranding helped them present it as an integrated story with fresh messages.

mclean group brand identity design

The breadth of services offered by the McLean group of companies dovetailed well together and provided strong differentiation in each of their very competitive markets. The group provides impartial, fact-based, intelligent advice and related services to board level members of many city institutions. However, the former brand identity, naming and messaging did not tell an integrated story, with many disparate logos, names and identities.

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We designed a new, simplified look and feel by developing coherent messaging, a clear visual brand identity based on a custom-designed typeface for all names and headline copy, a consistent colour palette and a range of presentation tools including presentation templates and a group website. The resulting brand implementation brings together a strong, coordinated group of businesses with a clearly interrelated set of capabilities.

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