Navigant Consulting

Industry

Professional Services

Deliverables

  • Corporate Identity/Standards
  • Logo/Wordmark
  • Tagline Development
  • Research/Positioning/Messaging
  • Brand Launch/Guidelines
  • Illustrations
  • Brochures
  • eMarketing/Advertising
  • eNewsletters/Publications
  • Annual Reports
  • Trade Shows/Signage
  • Website Design
  • Intranet Identity Standards

Situation

Navigant Consulting, a professional services fi rm, was a holding company for over 12 different consulting companies—each a leader in their industry. As a company in constant acquisition mode, the different identities and branding platforms were causing confusion both internally and externally. Paragraphs was retained to help unify a multi-divisional corporation and present a cohesive message, brand platform and corporate identity.

Strategy

Internal and external research was conducted.

The new visual identity was designed to reinforce attributes their clients told us they prized most: innovation, creativity and professionalism. The new logo was designed to reflect this and highlights Navigant’s focused, consultative, strategic approach.

In order to ensure communications success, the company was restructured by industry and service sectors and all legacy identities were dropped. All business units received materials on “launch day,” including corporate brochures, corporate brand advertising, service and sector brochures, direct mail, internal launch guidelines, premiums, case studies, presentation templates, biographies, newsletter templates, Intranet and extranet website design and access to the graphic standards manual via the new Intranet.

Results

The organizational optimization led to increased efficiences both from a budgetary and marketing standpoint. Navigant realized increased revenue as a result of this branding process, increasing its YOY revenues by 55% and EBITA increased 96%. Eighteen months after the brand launch the stock price tripled from $8 to $25 a share.

Advertising

Because the healthcare market was a separate vertical market within Navigant, it required its own campaign. Leveraging the illustrations created clear continuity of the brand to all vertical markets.

Corporate Intranet

Online brand standards were developed with easy-to-use downloadable templates to enhance consistency and compliance nationally.

Service Sector Brochures

After aligning the internal company with their core businesses, we marketed the firm with both global and vertical market messaging and creative.

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