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PA Consulting — Brand Impact Index 2025

The brief
PA’s second, annual survey on U.S. brands.

1. PA is seeking to grow our client base in the U.S. and broaden awareness of our services across Design, Engineering, Science, Digital, and Strategy.
2. Our Consumer & Manufacturing GTM teams lacked consistent and repeatable thought leadership that can open doors to senior decision-makers.

Mediums
Digital & Print Report.

Concept
PA’s inaugural Brand Impact Index won business and plaudits.

However, among some very positive feedback from Creativepool judges, were some telling insights about the campaign identity as a whole:

“Smart use of design, just missing that spark to take this up a level.”

“Using colour strategically, the publication can maintain its clean design while keeping the audience engaged and interested.”

We agreed the visuals were too monochrome, and the overall effect was too ‘cool’, and didn't engage our audiences as much as it should.

Brand Impact Index 2025:

• The updated visuals for 2025 are injected with the energy and vibrancy missing in 2024.
• Replacing the previous year’s ‘analogue’ background grid freed us to signal the large amounts of data and analysis behind the findings with a ‘digital’ backdrop.
• Vibrant colours from our secondary palette give maximum punch, while retaining continuity of the ‘unbranded’ product categories from 2024.
• The digital display text also becomes useful for dynamic information graphics.

Execution
• The vibrant colour gradients are part of a parallel project to expand and enrich PA’s visual identity system.
• The style of illustration, using vector graphics, is useful for numerous reasons including: live text and rapid iteration, making production and adaptations easy for any platforms or format.
• Vector illustrations also meant we could keep the project in-house (including animation).
• All the objects were drawn from scratch, as stock libraries tend to focus on flat, frontal plane projections.

Our 2025 report was launch in May.

Project credits
The authors, marketing department, content team, and Design Studio.