Challenge
As a smaller management consulting firm specializing in strategy, L.E.K. suddenly found its critical services portrayed as a “niche” by bigger players in the consulting field where implementation and transformation were more profitable. This was forcing L.E.K to re-consider their brand and messaging to gain attention.
They couldn’t outshout their more prominent competitors, and without an equal share of voice, they needed to be intentional and clever about how they communicated the value of their services.
Additionally, L.E.K. was limited in demonstrating its value through case examples because its deliverable was strategy, and they couldn’t share insights and work due to confidentiality. They needed another mechanism to market and create engagement with potential clients.
Our path forward together created a new platform for L.E.K. to spotlight their expertise and focus areas and get their message out into the marketplace.
Brand Essence
We enable our clients to
Attributes
OptimisticAmbitiousPragmaticUnrelenting
Strategy
Consulting often lends itself to lengthy and sleep-inducing language. We knew we had to give people a visual “moment” that would set L.E.K. apart. A moment of truth– the moment between L.E.K. and the client when a problem was solved or a critical insight was discovered. The human feel of that moment was what set L.E.K. apart, and now we could express it through brand. In bringing this moment to life, we worked to balance the scales of accuracy and inspiration to move potential clients to action.
The LEK moment set the stage of our expression
Results
We brought practicality and specificity to a business that formerly spoke in metaphors. Consulting is not a visual profession, yet we created an aesthetically elegant and beautiful visual identity to draw and keep attention.
The new brand launched in 2021, and leadership noted a true understanding of brand across the organization. Our partnership with L.E.K. continues into 2022 and beyond as we continue to find more ways for brand to help achieve their business goals.
Voice
We gave L.E.K. a voice that’s fresh, but not trying too hard or falling out of category– a balance between professionalism and the swagger they deserve after so many years of helping clients. With the new voice as a baseline, we could begin to explain the importance of their complex work to all of their audiences.
Messaging
Part of L.E.K.’s challenge was that they were great at describing what they aren’t, and less prepared to describe what they are. There were different groups within the organization doing all different sorts of writing. Every group benefited from a new common message to tie together their needs and meanings.
- We produced three deliverables for multiple situations and users:
- Enterprise-level: boilerplate language in the form of an elevator pitch describing what we are, who we are, what the unique value that we bring to the table.
- Client & talent journey: illustrates engagement to conversion and what messages to state in those separate moments.
- Messaging framework for L.E.K.’s key sectors: industrial, consumer, and healthcare.
Before
After
Our logo visually represents the L.E.K. moment—the amplification of value our expert solutions enable our clients’ businesses.
