Philosophy rebrands GMAC-RFC

Philosophy, the recently-launched design consultancy formed by former Saatchi & Saatchi Design staff, has been appointed to rebrand General Motors’ mortgage division – GMAC-RFC. The consultancy won a two-way credentials pitch against an unnamed UK ad agency.

The design group has been briefed to boost its client’s profile in the UK and Europe, as it currently enjoys greater awareness in the US, and to create a global brand to be applied to all business units and associated products.

According to Philosophy, the identity work for GMAC-RFC needs to raise internal and external awareness of the brand. ‘The current internal audience is unsettled, with mixed cultures and personalities,’ says Philosophy director Natasha Anslow. ‘The new brand needs to harmonise and excite employees.’

As well as branding, the consultancy will be addressing the behaviour, business strategy, culture and communications of General Motors’ mortgage division, and developing a visual look that encapsulates what it stands for. The new identity is scheduled to go live in January 2001.