Allied International, the removal company, is to revamp its global communications literature with designs by KinoDesign, as part of a move by the organisation to consolidate its brand internationally.
The company, which operates as Allied Pickfords in the UK and has offices in 34 countries, is also considering creating a consistent global name, according to Allied Pickfords marketing manager, international moving Europe Lynd-sey Daykin.
‘A name change could be on the cards. It’s been on the agenda for some time and would be a natural progression. [Such a project] would require a big dollar investment though, and we also need to consider the strong brand equity of existing names in local markets,’ she says.
KinoDesign delivers the first phase of revamped communications work this week. The project, which includes brand guidelines, corporate brochures, moving guides, sales presenters and the website, will launch in the autumn.
The consultancy was briefed to develop a visual and verbal style that could be applied internationally, in response to the increasing globalisation of the removal market, says Daykin.
‘We need greater consistency across markets, especially when we bid for global contracts, which have been a development in the market over the past five years,’ she says.
Allied International works primarily with corporate clients, but KinoDesign partner Andrew Bignell says the consultancy has moved the ‘look-and-feel’ away from a corporate message, towards a more people-led and personal approach.
‘Although the key decisionmaker is often the HR department, we established the end customer is also very important,’ says Bignell.
‘We’re using more pictures of people at home, have cut out corporate speak and are focusing on clear, simple messages,’ he adds.
KinoDesign was appointed in November, following a six-way, paid creative pitch against US and UK-based consultancies.
Bignell and creative director Chris Harrison are driving the project creatively.