Neo's Brand Platform and Visual Identity
Development of a brand platform and visual identity for a consulting firm based on in-depth research
Neo is a Russian consulting firm
Amid a realignment of forces in the consulting services market following 2022, changes also began within Neo. The company expanded its staff, changed its leadership, and adjusted its strategic priorities. However, its brand book, website, and positioning did not match the company’s ambitions. At the same time, there were no uniform standards for presentations, and there was confusion regarding naming conventions.For over 27 years, Neo has been implementing large-scale projects that benefit its clients’ businesses and the country’s economy.
Amid a realignment of forces in the consulting services market following 2022, changes also began within Neo. The company expanded its staff, changed its leadership, and adjusted its strategic priorities. However, its brand book, website, and positioning did not match the company’s ambitions. At the same time, there were no uniform standards for presentations, and there was confusion regarding naming conventions.
Delving into the task
The project began with in-depth analysis: we studied global and Russian communication strategies used by leading Tier 1 consulting and auditing firms. The client also provided materials from strategic sessions and internal reports, which helped shape our vision for the final outcome.
To analyze the audience, we adapted the classic empathy map. It was important for us to identify the core target audience by industry and job title and to understand not only the criteria for selecting a contractor but also the conditions for transitioning from a one-time order to a long-term partnership.
In-depth interviews
In-depth interviews with partners proved to be a key step. We prepared two sets of questions—one for partners and one for management—and conducted five one-hour online meetings. During these discussions, we talked about the Neo brand, the nuances of working with clients, current challenges, and possible solutions.
Using the interviews as a basis, we compiled a report that helped organize the information by topic and identify key insights.
Brand platform
The key deliverable following the analysis was a meaning matrix — a tool for synthesizing the key ideas behind the future positioning.
In the next phase, we moved on to the creative part: developing the brand platform.
Together with the client’s team, we formulated and refined the platform’s attributes, which reflect the essence of the company and serve as a practical guide to action. The key message became “More than consulting.” At its core is the idea of a unique mix of competencies: strategists, engineers, lawyers, and other experts who come together as a strong team to tackle the client’s challenges.
Logo
After finalizing the brand concept matrix, we simultaneously began the design process. The main task was to update the logo, which was intended to establish “Neo” as the brand’s definitive name.
The new logo looks stable and balanced. Its geometric shapes convey the brand’s confidence and ambition. The graphic metaphor—an arrow pointing up and to the right—maintains a connection with the previous version and symbolizes forward movement.
Identity
For brand communications, we selected the versatile PP Object Sans font, which combines elements of geometric and neo-grotesque typography. For internal documents, we use the standard Verdana font, as it is available on all devices.
The new color palette has become softer and more natural. The accent green complements the logo and is used sparingly as accents.
We paid special attention to the photographic style. All images must be natural and minimalist, and adhere to one of four principles: play of light and shadow, geometry, minimalism, or realism.
Visual Communications
Consulting involves a wide variety of materials, so we have developed specific guidelines for different types of communication: external and internal, formal and informal. These guidelines help maintain a balance between the volume and expressiveness of graphic elements.
Brand Guidelines
Consulting involves a wide variety of materials, so we have developed specific guidelines for different types of communication: external and internal, formal and informal. These guidelines help maintain a balance between the volume and expressiveness of graphic elements.
Result
Neo’s platform and visual identity are the result of close collaboration with the client at every stage: from analyzing the company’s and industry’s specific characteristics to developing key concepts and a comprehensive brand usage guide. These outcomes served as the foundation for the next phase—the redesign of the corporate website, which we will cover in a separate case study.
