Partena Professional
Partena. Harmonizing brand with reality.
The image of Partena Professional no longer matched its reputation or its ambitions. We built a brand universe that links the organisation's foundations to where it wants to go.
The story behind the work
What was the challenge?
A gap had developed between Partena Professional's image, the sector's reality and the organisation's ambitions. The market recognised Partena Professional as trusted experts, but the image did not reflect that reputation at all. The organisation was also moving from a silo-oriented structure towards an all-inclusive, customer-focused offering. That shift needed an inspiring overarching promise and a matching brand image. On top of that, the offering looked complex, with a seemingly endless set of symbols, names and figurines. We needed to build a brand universe: positioning, personality, brand architecture, and a visual and verbal identity.
What choices did we make?
We used insights from Jung's archetypes and the outcome of our core beliefs workshop to define Partena Professional as a business partner that dares its clients to fulfil their ambitions and realise their dreams. We did not start from a clean slate. This is a brand with a long history, and we respected that. We chose evolution. The logotype is based on the Futura font, which looks efficient and forward-looking. We customised it to put the right accents for the brand's values. The primary colour stays blue, in different tones, because research associates blue with expertise and trustworthiness. To bring clarity to the offering, we scaled the endless set of symbols, names and figurines down to four simple symbols and clear product category names.
What did we create?
We delivered a full brand universe for Partena Professional: positioning, personality, brand architecture, and a verbal and visual identity. The identity is clear yet stimulating, vibrant yet airy. It uses solidly warm yet strong colours and images that trigger the imagination: dynamic, captured in the moment, centred around people and their stories. The offering now runs on four symbols and clear product category names. It is straightforward and user-friendly, a bit like Partena Professional itself. The result puts 'Professional' back in Partena Professional. The brand reflects the organisation's strengths and steers everyone inside in the same direction. It stimulates collaboration, gives one common goal, and invites current and future clients to boldly grasp future opportunities.