The Allotment looks to change perceptions of procurement with Proxima rebrand
The Allotment has created a new identity for Proxima, a company that acts as an alternative to in-house procurement for clients including British Airways, Universal Music and Warburtons.
The consultancy has worked with copywriter Scott Perry and US-based illustrator Dan Funderburgh to create a new proposition which aims to ‘cut through the complexity of Proximity’s offer’ and create a new ‘catalytic thinking’ position.
The new identity uses the strapline ‘see the change’.
The consultancy created ‘ten rules of catalytic thinking’, which aims to highlight how Proxima can provide a different experience to in-house procurement, and ‘work in areas that people assume are full or fixed’. A notebook explaining the ten rules was created for Proxima staff.
The Allotment managing partner Paul Middlebrook says, ‘It’s all about bringing visibility to organisations – showing them where their money is being spent.’
Funderburgh was commissioned to create a series of illustrations to demonstrate the ten rules. Middlebrook says, ‘The illustrations are about revealing this visibility – you almost need to take a second look at them to see what is going on.’
The Allotment has also created a new website for Proxima and a series of animations that explain Proxima’s new proposition.
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