Brand audit
Stakeholder segmentation and analysis
Stakeholder research
Brand strategy
Corporate strategy
Creative Direction
“Working with Julie in repositioning our company within the WWP Group was an enjoyable, interesting and collaborative process. Julie’s ability to entrench herself in our business and the space in which we operate was invaluable. This meant that she was able to challenge the thinking and these debates resulted in some extraordinarily insightful strategies. I would work with and recommend Julie at every turn, she will truly help you to develop a world-class leadership brand.”
Juliet Mey, Global Marketing Director
Acceleration, WPP Group
I was invited by a global digital marketing company acquired by WPP to develop the new brand strategy, value proposition, and strategic guardianship of the brand identity and rebrand program. The requirement was to position the company within the WPP Digital community of digital global leaders and to align their global culture through a redefined brand proposition. The agency needed to redefine its core proposition to reflect its shift from a technology reseller to a global professional services provider.
I created a human-centred methodology that respected the brand as a system of human interactions and experiences. The team adopted a multifaceted approach considering Acceleration's ecology, psychology, anthropology, and sociology.
Interviews were conducted with global stakeholders, and we unpacked the tangible and intangible traits that defined the company's identity and value proposition. In-depth research, workshopping and synthesizing data led to alignment on the brand purpose, proposition and position. This formed the basis of the brand, design and communications strategies.
Strategic frameworks lead to roadmaps that enable clients, stakeholders, and every team and branch worldwide to understand and connect to the brand. The process was highly integrated, transparent, and co-creative, resulting in sustained stakeholder engagement that kept buy-in high throughout.
