going beyond the expected.

The Challenge

As a leading independent UK professional services consultancy across risk, pensions, investment and insurance, Barnett Waddingham acts as a trusted partner for a wide range of clients in both the private and public sectors – this includes almost 25% of FTSE 100 and over 15% of FTSE 350 companies.
Having recognised that their existing brand needed a refresh as against a total rebrand, Barnett Waddingham engaged Clarity to bring a clear case for change and a strategy on how to implement this across the business.

The Solution

As with most complex branding issues, understanding was at the core of our strategy—we began with an audit, it was a highly collaborative process, interviewing the partners in the business. Our findings showed that although the brand was alive, it was not thriving—we needed to help BW craft a story that would drive it forward for the future.
Revitalising the brand meant building a clear proposition to clients and employees and it was not just about the what but also the how and the why.
By working closely with the leadership team, Clarity helped revive and develop the purpose, principles and values. This created a strong foundation on which to build a unique and engaging story told through their promise ‘to do the right thing’.
The new strapline ‘beyond the expected’ helps to connect the communication dots whilst supporting a fresh, dynamic logo. This new project has delivered a much-needed spark within the business through their ‘beyond’ employee engagement campaign.
Clients can expect a more confident presentation and delivery of the brand across all touchpoints. As part of the ongoing brand programme, Clarity continue to advise and create value for BW and look to maintaining a long-term relationship.

Clarity delivered for Barnett Waddingham
Research and Interviews / Naming Exercise / Workshops / Brand Strategy / Visual Styling / Logo Development / Visual Identity / Tone of Voice / Identity Guidelines / Literature / Purpose / Values / Principles / Promise / Story / Strapline / Public Statement / Internal Branding / Photographic Styling

“our re-energised culture
has inspired us all to do
the right thing – together.”

“Clarity has provided Barnett Waddingham with a strong, meaningful brand that will help us to grow and prosper. Thank you.”

Nick Salter Senior Partner

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