ABOUT

Mitie is one of the largest businesses in the UK and has used the same logo since they started out 27 years ago. They asked Luminous to create a more dynamic brand experience to represent the modern, forward-thinking business. Briefed in September 2013, the new brand was launched internally by December and then publicly in Feb 2014.

Delivering a rebrand of this size in under five months is a real challenge – with success coming from exceptional organisation and robust processes that mitigate risk. It involved a mixture of stimulating the right level of debate, collaboration with key stakeholders and a proactive service attitude. The key was maintaining momentum and an approach that stimulated decision-making at every stage.

Collaboration with stakeholders sat at the heart of the process. A carefully orchestrated ‘discovery phase’ involved competitor analysis and external interviews, while brand workshops defined positioning, hierarchy and structure. External interviews enabled us to engage customers in the process and ensure the creative direction was fit for purpose. The creative stage was managed by a lean Mitie team, which vitally, included direct access to the key decision maker, CEO Ruby McGregor Smith.

In summary, the project success was about thinking smart from day one. The Luminous and Mitie teams worked seamlessly to deliver the brand revolution on time, on budget – without compromising on any of the key processes vital to future proof the concept.