In a sector that’s constantly developing, a challenger brand needs to keep innovating and evolving to secure its position as a market leader. This is as true of its brand relevancy as it is of its solutions and services, needing to inspire both its legacy clients while appealing to new, wider audiences.
Using our Human Affinity approach, detailed audience segmentation was undertaken to identify the deeper needs of target segments within the wider market, while also drawing upon the experiences of the internal Celerity team. The result was a highly differentiated brand framework, vision, and mission statements that ensured market relevancy, brought to life through the brand proposition Unleash the possible.