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Intralink, a respected international consultancy, aimed to enhance its reputation as a prestige brand.

During the discovery phase, we identified two key audiences to consider. These were dynamic start-ups in the West and corporate businesses in the East, seeking innovative programs to invest in.

Particularly, audiences seek a credible consultant with East Asia expertise and a strong network in the East and West. This was especially for within the Western innovation ecosystem. The information informed our approach to position Intralink as part of the solution, linking the West to the East’s problems and making a tangible difference.

We considered Intralink’s desire for a rebrand aligned with values, not dull or overly corporate.