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Challenge: This year, GBG’s Creative Team undertook a huge project to refresh the brand of Loqate, a GBG solution. The objective of the brand refresh activity was to support Loqate’s shift to product-led brand and growth strategy. A key challenge was set: to build a connection with the GBG masterbrand, while still retaining a standalone brand identity.

Solution: Firstly, the team reassessed and analysed the target audience and identified where a change in focus was needed. For the refreshed brand, we embraced the bold architype and messaging approach by introducing a new colour palette and updated illustration style, leveraging the talent of the teams’ new in-house illustrator. This was rolled out by building a new product-focused website, using in-house digital talent, enhancing our product offering with playful animation. 

Results:

Improved engagement

Decline in bounce rate

Conversion rate large increase