Brief

ClearPoint Insights is a consultancy providing revenue efficiency solutions to business clients.

The company founder has a consistent track record in the United States and wanted to launch in the Netherlands. To do this, the company needed a new brand, market position and digital presence, one built for a market where he had no existing name or network to lean on.

Without local track-record, the brand had to earn trust on its own to earn the trust of new prospects. It needed to read as approachable and credible against more established players, and it needed to be built specifically for the Dutch and Northern European market rather than adapted from the US original.

Brand exploration

The first activity was to research other players in the industry and understand how they differ. In the last few years, many consultancies have abandoned the traditional, solid and edgy look and feel to embrace a warmer one. See, as an example, the evolution of Goldman Sachs below.

The solution offered by the company blends tech with people insights. Our advice was to represent this with a warmer, more personal approach to branding, one that would read as approachable and trustworthy against more established players, rather than too "techie".

For this reason we selected a combination of dark and fluo greens with warm greys, combined with geometric shapes and photos of the team, a palette with enough tech credibility to be taken seriously, and enough warmth to be trusted.

Website creation

Once defined the visual identity, we built a 4-section structure, which is our usual recommendation for service companies: a home page representing the company's USP, clients and high-level offer while generating trust, a service page to break down the offer, an about page to showcase track record and credibility, and a contact page.

With no local reputation, the main goal if the website was to communicate trust within a few seconds from landing on it, rather than anything else.

Branding guidelines

Result

Within less than a month, ClearPoint Insights had a full brand and website ready to launch in a market where it had no prior name. The result is exactly the balance the company needed to strike: tech credibility with enough warmth to be trusted by a buyer who had never heard of the company before.