In addition to providing a naming strategy, we wanted the client to look afresh at their company and to develop a clear vision, essence and strategy.  We thought their exsiting identity didn't work hard enough for them and, as part of the strategic work, wanted to create a cleaner, bolder and more powerful identity.

Working with the client, we utilised our 5D brand process, in which we were able to define why the company was not just different, but better than its competitors.  We resolved the naming issue by shortening Local Government Futures to LG Futures; as this was still familiar to the company's local government clients, but didn't create a barrier to its potential central government market.

In addition to holding a business strategy and planning day, we used the brand blueprint we had developed to create an identity that was memorable, professional and impactful with the target audience.  From this we produced a range of attractive marketing collateral.

Jude Ranasinghe was closely involved throughout the naming, branding and business planning activities, "It's really quite unusual to find exactly the right strategic, creative and implementation resource that you need within one company.  With giraffe we know that we get the very best consultancy support from experts who care about us and our business.  giraffe's input has been a key factor in our continued expansion." Jude Ranasinghe, director of consultancy and training, LG Futures