Experian PLC were going through major institutional change, with a new CEO and refreshed market strategy. In light of these changes, they wanted to refine their internal identity, to project the clarity internally that they were hoping to bring to their external proposition.
The heart of the matter
It became apparent from an initial review that there was an elephant in the identity room. Experian had developed an internal position – Heart of Experian – to communicate any people-based good news stories. It had evolved to become a de-facto HR brand and was being used for everything that might otherwise fit within a typical IC framework.
Unfortunately, the look and feel for the position had heart in name only, being relatively cool in tone and unfriendly in nature. Taking that into account, and the disruptive role it was playing within IC, we recommended they ‘retire’ the Heart of Experian, and instead develop a broader internal identity that gave them the tone, style and feel they needed for their internal messages.
Once this slightly knarly issue was resolved, we set about developing the full internal position. This involved broadening and softening the palette, introducing a friendlier serif font, and extending their image library to include quirkier, friendlier and sometimes more sentimental imagery.
The identity was adopted and integrated immediately, with the clarity provided paying dividends straight away. However, the position was a victim of its own success, and the business, seeing the success of the internal position, soon reconsidered and refreshed their external identity, more in line with our new position. The internal identity awaits an update.