They came to our agency with a brand new logo, but no brand identity, or brand strategy. After several months and several hundred interviews we developed the brand idea of the “Aggressive Ally” and new brand positioning which could launch Newcourt into the world as a capital finance lender to contend with G.E. Capital.
Once the positioning was approved, the real work began: a compre-hensive literature system encompassing three communications tiers, as well as all electronic media. Briefed all internal communications departments on usage, external agencies, as well as art directed web site, internet, extranet designs, and all electronic templates.
Laura provided strategic art direction for the multi-million dollar implementation of our new brand including comprehensive visual guidelines across multiple media. The result was a powerful and inspiring image of our company. — Lynda Kwasnik, former Vice President, Corporate Marketing / Newcourt Credit Group