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.

Proxima website

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 ten rules of catalytic thinking notebook
The ten rules of catalytic thinking notebook

The ten rules of catalytic thinking notebook
The ten rules of catalytic thinking notebook

The ten rules of catalytic thinking notebook
The ten rules of catalytic thinking notebook

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.’

Illustration by Dan Funderburgh
Illustration by Dan Funderburgh

Illustration by Dan Funderburgh
Illustration by Dan Funderburgh

Illustration by Dan Funderburgh
Illustration by Dan Funderburgh

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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