Dufrain
This project was very much a united approach. The initial work carried out was centred around defining and refining Dufrain’s culture. The team at Culture Consultancy led the way on the culture front but being involved in the process meant we had a great understanding of the business and their future ambitions. Big Helping’s focus was on the external facing messaging and developing the brand as a whole.
The Brief
Dufrain’s longterm aim is to become part of the big five. Perhaps not across all sectors but certainly when it comes to Data. The current brand, communications and culture was far from ‘wrong’ but as the business grows and expands into different markets across the world, work was needed to future proof and build on the existing story, look and feel.
The Process
No corners were cut. Culture Consultancy defined the culture from their purpose, mission and vision to the values. We took over controls when it came to the external messaging from a general business offering perspective through to specific products. We also developed a comprehensive tone of voice guide before developing the brand itself.
The brand
We explored a wide variety of possible brand concepts. Although the brand ingredients developed were focused on the new Dufrain, there was a desire not to lose the recognition the old logo already had. It did however need to represent the forward thinking agile approach of the new Dufrain.
Built around a Purpose
A core part of the brand is a graphic representation of Dufrain’s Purpose. The elements could also be used standalone and further dimensional graphics were created to act simply as backgrounds or to support a particular message.
The world of data
We were keen to steer away from the usual ‘library data images’ and develop a style ownable to Dufrain. Data comes in all shapes and sizes and surrounds us all in our day to day. The over head style represents the world as data.
Comprehensive Playbook
Essentially a guidelines to hold everything from the business values to colour values. Rather than too many ‘do’s and don’ts’ we focused on the opportunities possible with the new brand identity and its ingredients.
Online
The site itself was not a rebuild, instead, we simply changed imagery and core elements to ensure it sat comfortably as the new brand was rolled out across communications.
The Result
Dufrain are now fully equipped with a forward thinking brand. One that can flex as the market does and who’s messaging stands out from competitors both narratively and visually. There is lots to do but the foundations are built.
“Working with Big Helping has been an absolute pleasure. Supporting us alongside Culture Consultancy on our Brand and Culture refresh, the collaboration was fantastic. The team add a ton of value. Always willing to challenge when needed and listen to exactly what is required. They don’t freeze when the timer beeps either! Very creative, thorough, supportive… a friendly bunch and highly recommended.”
Helen Murphy
Associate Director – Head of Marketing and Communications
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