Lee Hoddy Executive Creative Director

ABOUT

CHALLENGE
Brand fragmentation had led to Havas’ key points of differentiation – the Havas Village model and the link to parent company Vivendi – being obscured by a proliferation of sub-brands and promotional initiatives.

The new brand needed to highlight Havas’ core values of integration and collaboration, improve client-centricity by clarifying the brand architecture and navigation, and elevate and protect key brand differentiators like the Havas Village model.

SOLUTION
Our work with Havas began with a diagnosis. Rather than change the Havas positioning, purpose or vision, we needed to amplify these brand elements, along with the Havas name and Village philosophy. This would require a unified brand architecture that put the focus back on Havas, clarified the offer, better reflected the needs of clients, and offered a simplified and more integrated customer journey.

After interviewing CMOs of some of the group’s biggest clients, we clarified the architecture by adopting a client-centric approach and putting the emphasis on services rather than business divisions. The new architecture also elevates and protects key brand differentiators, like the Havas Village model.

The refreshed Havas brand conveys positive movement and balances the premium quality and sophistication of the existing brand with a new sense of dynamism and modernity. A 25-degree angle signifies positive momentum; the angle stems from the marque but runs into the wider design system to provide a robust and flexible framework for brand expression.

IMPACT
40+ press mentions including in Campaign and Little Black Book.
50% increase in website traffic (Jun 2023 vs Jan 2023).
82% increase in website page views (Jun 2023 vs Jan 2023).
126% increase in average LinkedIn post engagement (Jul 2023 vs May 2023).

MADEIT CREDITS

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