Our first objective was to perform a comprehensive review of every line item in the marketing armoury, stripping away anything dated or non-representative of the new brand vision. We then set about cementing the rules behind every unique piece of collateral, starting with the logo, colour palette and overall look and feel, then implementing these guidelines across two distinct styles of marketing collateral (mid-band and prestigious), digital communications and on-site branding. Tight control and organisation was top of the agenda, especially as we were working on behalf of six partner agencies from across the breadth of the country. We needed to build a brand that captured the creative vision and set out strict guidelines for use, but also provided those partner agencies with a level of freedom to express themselves individually. We added a sense of warmth across the brand, through a blend of colour, language, uniquely designed wallpapers and engaging lifestyle photography. Every form of brand communications was refreshed, from templated brochures, hoardings and signage through to marketing suites and entire regional offices.