When we initially sat down with sales training and consultancy firm Mercuri International, it was clear that they were at a crossroads, with an existing brand image that no longer adequately described their global aspirations. We wanted to help them create a bold, visual signature that was more in keeping with the way they projected themselves into the global marketplace – along with a design language that expressed everything about their ambitions and philosophy.
Our challenge – to completely reimagine the existing imagery and language, building a set of visual and linguistic guidelines that could properly express Mercuri’s position as a top 3 global player. Their existing offer was overly complex, with unclear messaging that didn’t do justice to the factors that differentiated them in the marketplace.
The brand urgently needed to reposition itself as a modern, attractive, and consistent brand, promoting Mercuri’s global expertise and experience in delivering customized training solutions.
We began with an intensive look at the company’s core message – what makes Mercuri so special? In the end it was simple – people. Everything flowed from this one, central, unshakeable value statement – “Grow business through people.” With this foundation, it was over to the design team to interpret this philosophy into a complete design language.
The brief was simple, but extensive – create a language which emphasized the humanity at the core of the business, setting a tone both professional but approachable, while establishing a palette of colors and motifs that could be used across a whole range of resources, from website to printed materials. Images of stylized roadmaps cleverly intertwined and linked more human elements, playing with the concepts at the heart of the message.
And the result?
A clear, differentiated messaging position, giving the company one standardized way to deliver their message across the world, confident that every brochure, every sales presentation, every email told the same bold, modern, but above all human story.
This fresh, re-energized feeling was more than skin deep – through simplifying the message, Mercuri had got to the heart of what made their company special – a truly global, visionary provider of sales excellence.
We are proud and extremely happy with our new brand identity. Sköna has listened to us and were able to grasp our vision and exceed our expectations, always going that extra mile.
Throughout the whole project the team have been patient, approachable, helpful, friendly, efficient, informative, professional and very easy to work with. All designs were of such a high standard and their ideas were spot on.
We are more than happy with Sköna’s services and we highly recommend their work.
Global Marketing Manager, Mercuri International