The Challenge
Performance Consultants International (PCI) is one of the world’s leading performance coaching and training organisations. With decades of experience they own the intellectual property rights for some of the most famous performance coaching programs - “The Grow Model” and “The Inner Game”.
At a significant growth point in their organisational evolution, they asked Nucco to refine and develop their brand.
While PCI had a visual identity, its underpinnings were inconsistent and confusing. They lacked the strategic rigour expressed through a proposition and framework to give the brand depth and meaning.
The Solution
Beginning with audience and competitor research we developed a brand and product strategy.
Working in partnership with the client C-suite, we defined clear competitive water and developed a brand framework and proposition that defined a space into which the business could grow.
After delivering the strategic framework, we moved to creative exploration and updated all aspects of the brand. To provide the organisation with an elegant yet powerful new brand, we delivered detailed visual and written guidelines along with design examples for all digital and traditional media, including a new website.
"This is very strong indeed and exactly what we need. From PCI’s existing brand guidelines, you have created a powerful BVI and design system that feels strategic, confident and contemporary. Together with the framework, this now feels like it can radically support PCI’s global ambition and the premiumisation of PCI’s brand experience. A lot of thought has gone into this to create coherence and flow."
CMO, Performance Consultants International
