Challenge
ProActive was already a successful company with
a strong client base in the government, municipal, resource and health care
sectors. However, its corporate identity, print material and web presence had a
very dated look and was not in sync with its status as a leader in in the
industry. With a mandate to grow its business worldwide as well as target
Fortune 500 companies, ProActive looked to NextPhase to help transition the
company by overhauling its key messaging and brand identity in time for a major
conference only two months away.
Action
The first step was the logo: ProActive wanted it
to better reflect its three core areas of service: prevent, repair and protect.
We accomplished this by taking their original flower-based logo and creating a
new simplified and modernized version with three petals representing each
service area. Since theirs is a people business, communication materials
featured a collage of individuals from all walks of life. We used blue was the
key colour as it corporate and communicates trust. The website home page
focused on facts about workplace conflict – how it can reduce productivity, impact
sales and result in litigation.
Results
NextPhase was able to deliver a new identity, complete
website and four-page brochure in time for a conference in Australia. All
ProActive principals bought in readily to the new look and feel, with Richard
Hart, Director, stating that “We are more than pleased with the way that NextPhase
has captured and communicated both who we are and what we do. We are looking
forward to driving our business development to new levels under this enhanced
corporate identity.”
