Ernst & Young’s image was becoming diluted through lack of brand guidelines or any overall brand image. The solution was to develop a consistent and strong image for the firm.
The firm’s practice of working with the client to solve a problem was developed, images appeared as pairs illustrating a problem and solution. The cryptic nature of the images mirrored their reputation for solving complex problems. The visually arresting and strong colour theme made the material instantly recognisable over that of competitors.
The project extended to creating the visual identity across all marketing material, corporate and divisional; in a short space of time it was easy to recognize a publication from Ernst & Young and the firm’s brand was re-established. The project was deemed so successful that when the international practice decided to standardise all brand collateral worldwide this work was used as a model.
Subsequently, a biannual report was produced, where partners presented cutting-edge case studies to graduate recruitment material. Ernst & Young’s partners are consulted for their knowledge on a range of topics, and to help maintain the firm’s image of expertise it was decided to promote this thought leadership and to share latest knowledge with clients. The resulting publications reaffirmed Ernst & Young as experts in their field.
Whilst maintaining the uniform style of bold imagery and simple colors, the design focused more on the partners, utilising large portraits to put each partner to the fore, supported by photography illustrating each article in a style consistent with the visual identity.