25 years has earned DVL Smith a wealth of respect within the Market Research field. Having merged with another Market Research specialist, the brand needed to be redefined to represent the new expanded offer whilst retaining the authoritative brand equity the name had built up.
We undertook some insight activities of our own to get to the heart of what the new brand needed to be.Working closely with DVL Smith we established the core brand values which formed the framework of the brand development project. We also undertook a brand positioning exercise, the outcome of which was the brand positioning map representing where DVL might sit relative to their competition.
This insight allowed us to construct a brand brief, outlining key objectives for the brand to strive for.
The creative execution of the brand was developed around the values of ‘Energetic’, ‘Challenging’ and ‘Fun’. The wordmark was realised using an organic looking typeface that reflected a human quality. The palette was made bold and primary, using overlapping solid blocks to create secondary colours. A similar approach was taken when developing brand imagery – a simple illustrative style using overlapping block colour shapes.
The fresh new look and comprehensive guidelines has enabled DVL Smith to have a clear, cohesive understanding of their new brand. Internally, everyone has access to the Online Brand Centre where they can view the Brand Guide, download logo assets and access fonts. This ensures greater consistency when activating the brand.
We look forward to seeing DVL Smith energising marketing intelligence for the next 25 years.