The breakthrough moment
Combined with desk-based research, we started by conducting interviews with directors and key stakeholders within the business, which lead on to small focus groups from a cross-section of employees to gain insights into the business. From there we built on existing brand assets and research to create a cohesive and compelling brand story, incorporating a new brand positioning statement, logo and strapline.
We were aware the new logo and strapline needed to reflect the innovation that MPA looked to promote, and to do it without resorting to clichés. Basically, a lightbulb representing innovation wasn’t going to cut it. Therefore, through several stages of development, we came to create a logo consisting of four circles – we refer to these as molecules – and they represent the four core values of MPA as a business. These are consistent in their shape and colour, but can flex and adapt in structure to reflect how MPA align to the needs of their clients. This adaptable icon was then coupled with the MPA wordmark; these three letters, and the way they are aligned, are MPA’s fixed identity; never changing, unfaltering and solid, they are the foundation of MPA’s service.
Phil describes the breakthrough moment as when he presented the culmination of all this to the company’s founder, Michael Price, who’s story is what underpins the purpose of the brand.
“I was with Mike when WHP sent through the prototype for the launch video. We reviewed immediately together, and Mike welled up with pride, saying the visual identity and the brand strapline that WHP proposed perfectly summed up the business, because innovation never stops. This was particularly important for MPA as it is Mike’s story that underpins our purpose and values.”