Recruitment specialist Harvey Nash has appointed Corporate Edge to review its corporate and sub-brands following a two-stage pitch.
Harvey Nash saw seven consultancies. Of these, Corporate Edge, Basten Greenhill Andrews and Interbrand gave credentials presentations, says Paul Smith, who is director of Harvey Nash’s technology practice, and Corporate Edge was told that it had won the project on Tuesday 5 March 2002.
It will start work immediately reviewing corporate identity, branding strategy and Internet branding and drafting recommendations for how Harvey Nash’s sub-brands might best be harmonised.
Smith says that the company is keen to ‘consolidate the Harvey Nash brand’, but stressed that it is not intending to change divisions’ names. ‘ We want to look at how to make the best use of our brand,’ he says.
Corporate Edge chairman of corporate branding Peter Sampson says, ‘The company covers a wide range of recruitment services and [the project] raises all the classic problems of finding branding that is compatible with all its services that also differentiates them.’