With roots in political campaign strategy, Penn Schoen & Berland (PSB) has evolved into a full-service research and insights agency. Despite its diverse client portfolio and the eventual departure of all three of its founders, the brand continues to be associated with Washington politics.
We worked with leadership to develop a new strategic brand direction that better articulates the PSB of today without abandoning the equity of its political heritage.
Legitimate branding projects involve so much more than simply churning out logo options for approval. To validate the true value of this effort, my strategy was to educate the client about the branding process, listen to their needs and concerns and provide assurances by including feedback throughout development of the new visual identity and tagline.
Client buy-in was extremely high and early presentations were so well received that our team was asked to widen the scope and take an active role in unveiling the new PSB brand to each market across North America.
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ROLES
Creative Direction
Brainstorm Facilitation
Presentation