What does a brand purpose project include?

It normally includes defining the creative concept and the purpose, naming if needed, the visual identity and a piece that brings it together, such as a book, to share with the team, clients and the rest of the ecosystem.

Why create a brand purpose book?

Because it gathers in a single piece what the brand promises and how it is expressed visually. It helps align the team, present the company to clients and keep every application of the identity consistent.

Marco MKTCase study

Marco MKT Purpose: concept, naming, visual identity and brand purpose book

Marco MKT needed to give shape to its brand purpose. The work covered the creative concept, the naming, the visual identity and the design of the book that brings it all together.

ClientMarco MKT
FormatBranding

The challenge

Purpose projects usually face the same challenge: turning a statement of intent into an identity that is understood, remembered and used.

Marco MKT’s purpose had three fronts. Towards clients, collaborating to develop their business through excellence, exercising talent, encouraging challenging tasks and motivating creative thinking. Towards the ecosystem, enriching it through innovation to streamline processes in sales channels, improve the consumer experience and bring success to clients. Internally, fostering the development and maximising the potential of its people in a healthy working environment. Three ambitious ideas that, without a brand system to organise them, risk ending up as presentation slogans.

The idea

The answer was end-to-end brand purpose work: development of the creative concept, creation of the name, design of the visual identity and design of the book.

Tackling it all at once makes sense. When the name, the look and the story are born from the same concept, the purpose is not a text stuck onto an existing brand, but the starting point for everything else. The book brings the purpose together and turns it into a piece that can be shared with the team, with clients and with the rest of the ecosystem. And the visual identity ensures that purpose is visually recognisable in every application. It is the difference between having a written purpose and having a brand that conveys it every time it appears.

What we did

Creative concept development
Naming
Visual identity design
Purpose book design

Key takeaways (expert view)

If you are going to redefine your brand, start with the purpose and let the name, the look and the book flow from there.

Purpose before logo

Building the name and the visual identity from the concept, and not the other way round, guarantees the identity has something to say. It is the most useful lesson for venues, suppliers and agencies in the events industry considering a rebrand: if you do not know what you promise clients, the ecosystem and your team, the design will be pretty but mute.

Three audiences, one purpose

Marco MKT’s purpose speaks to its clients, its ecosystem and its people. Thinking about all three at once stops the brand from saying one thing outside and another inside. For any services company, and the events industry is one by definition, consistency between the external promise and the internal culture is what sustains reputation.

The book as a tool, not a trophy

A purpose book is only useful if it gets used: in onboarding, in a proposal, in a meeting with a new client. Designing it as a reference piece turns it into a working tool. Any brand investing in defining its purpose should plan from the outset where and how that document is going to be used.

Services involved

→Marketing and communications agency specialised in the events industry →Communications agency for the events industry →All services