BACKGROUND / CHALLENGE:
PRO Unlimited was founded in 1991 and has grown into a global leader in contingent workforce management solutions. After years of business growth and success, the company needed a branding partner to create powerful brand that could lead their business into a future as a contingent workforce management.
The work began with discovery interviews with executives, customers, and analysts. At the same time, we reviewed a range of internal documents and proprietary research to learn more about their business strategy and how the brand can be leveraged to support that strategy. We also analyzed the competitive set from a brand communication standpoint to understand the opportunities from differentiation.
Next, WANT worked with the leadership team to reposition the company, choosing the positioning idea of “The Evolution Of Work” to amplify the company’s position as a leader and enabler of a workplace revolution.
After completing the positioning, WANT began developing names for the new brand. After aligning on a shortlist of names, WANT worked with the leadership team and the board to arrive at a final name: Magnit. The name symbolizes the company’s role connecting contingent workers to opportunities while subtly amplifying the technological capabilities of the company (IT).
Next, we created a messaging framework to ensure the new brand’s communication would be consistent and resonant across touchpoints. The messaging framework provides actionable copy sorted by audience group and leveraging the brand building blocks or attributes we delivered with the brand positioning.
Finally, WANT created the brand identity and logo for Magnit. The final logo underscores the core competency of connecting people – retaining the human element of the company.