GrowthAccelerator (GA) works with 999 on rebrand and repositioning project
Government-backed service GrowthAccelerator (GA) has turned to 999 to reposition and rebrand its offering.
Grant Thornton, lead delivery partner for GA, appointed the agency in March 2013 following an initial pitch process. Briefed with creating a new message tone and distinctive visual approach for the brand, 999 was also tasked with entirely re-positioning the service to ensure its key benefits were communicated.
999 set out to challenge the expectations of government-backed business communications, and the look and tone of voice associated with them. The new identity and messaging hopes to reflect the service while at the same time being distinct within the marketplace.
“Whilst it remains a young brand in the market GrowthAccelerator has started to gain traction in the marketplace as a premium, aspirational service for high growth potential businesses in England. This has been cemented by the new messaging approach and visual identity developed by 999 and will form the foundation of our advertising and marketing communications over the next two years,” commented Karoline Rutrecht, marketing consultant at Grant Thornton.
The new identity will be officially unveiled this week as part of GA’s first annual report, which was also designed and produced by 999.
Managing director for 999 London, Aileen Geraghty, added: “We had to explore how we should communicate GA so that it became a tangible and compelling offer. The quality of the GA service is of the highest level and this just wasn’t coming through. Our repositioning aims to differentiate GA from the traditional, uninspiring model of business support that has gone before.
“Visually it’s a far more grown up and confident brand identity which now relates to the refreshed logo through a distinctive variety of visual brand assets which stem from the directional letterforms.”
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