Porter Dodson wanted to expand and grow their business, while retaining their personal and intimate level of service. However, their existing branding was dated and lacked emotional equity. As an organisation, they struggled to communicate their values and purpose – their messaging was unclear, and multiple messages and target audiences were often delivered through one channel, with no separation between private and commercial messaging.
Furthermore, the firm wanted to attract younger clients in more urban locations, who often prefer modern and dynamic branding that speaks directly to their needs and values. Their branding did not resonate with this demographic, and was held back by a rigid, inflexible brand identity system. Advertising often relied on stock imagery, which of course lacked ownership and authenticity.