Challenge
North Highland is a management consulting firm with offices in more than 15 cities across the US. Their unique local focus and experienced professional team has put the company at the top of its game, but rapid growth left the firm with an inconsistent, unarticulated company vision and culture.
Solution
Merge began a re-branding effort by helping North Highland understand and convey where it stood in the marketplace, resulting in a more powerful and concise brand positioning. We then developed new core messaging targeting various audiences, which culminated in a brand book given out to North Highland employees and partners at the 2007 annual meeting.
The brand book, the centerpiece of the re-branding initiative, succinctly told the story of North Highland’s founder Dave Peterson. It informed employees about how North Highland came to be, why the company operates in its unique manner and, most importantly, by personalizing the beliefs held by this large organization. It solidified the message that North Highland truly is a differentiated and extraordinary place to work.
Along with the brand book, a new logo, new business collateral, new presentation materials and an online brand guidelines were created to reinforce the core messaging and company vision.
Results
- A clear and concrete expression of North Highland’s unusual employee ownership
- Effectives tools to help employees consistently talk to clients about North Highland
- A relevant and compelling value proposition for the company
