Call centre operator and consultant The Merchants Group has appointed Storm to revamp its identity, after an unpaid creative pitch against The Partners, Pyott Design and Alison Harper & Associates in Milton Keynes.
Storm is currently working on a strategy to make the client’s identity better reflect its burgeoning portfolio of services.
“The Merchants Group has grown to comprise ten divisions and three subsidiary groups, accounting for all aspects of call centre management,” says George Martino, managing director of the Wiltshire group.
“Our first task is to work out whether one identity will be sufficient, or whether we need several,” he adds.
The consultancy has also been briefed to make the logo look more modern and hi-tech and to differentiate it more clearly from the dowdy marques used by its main competitors, says Storm co-creative director Spencer Buck.
Further down the line, Storm will also redesign The Merchants Group’s website and literature range to bring it into line with the new identity.
The Merchants Group had a turnover of 26.7m in 1997.