So we know what we didn't want - customer confusion and employee uncertainty.
What we wanted to achieve was:
Group stakeholder interviews formed the backbone of our research. This brand had to represent and inspire everyone in the group.
We also appraised the immediate home moving and legal markets and some out-of-sector brands we admired and aspired to. ONP wanted to change the market, not just be better within it. Hence, we first looked to other markets that had grown up customer experience.
A completely new name emerged from a series of workshops and iterations. Movera, a portmanteau of Move and Era. It's a name with momentum and hope.
Strategic pillars are now in place that inform a creative vision so that the identity we created feels right and is sustainable for the long term.
The logo mark M is a pulse. It suggests the human energy and drive of the group share in their desire to make home moving an experience worth talking about rather than swearing about.
The colour palette is recognisably mature but brought up to date with ambient gradients - the old school, reinvented.
In photography, we showcase natural moments of the diverse team enjoying collaboration. Movera has and continues to build a team that's diverse in backgrounds and thinking - they recognise that's how you make standout experiences happen.
When we create brands, we know they're on behalf of our partners, so a drop and stop isn't our style.
We've created a vision and brand launch video for partners and people to welcome them to Movera and enthuse them about working together.
There's also a brand guidance built in Framer. Creating the brand is just the start - other teams conceiving and delivering new experiences and communications driven by these guidelines are where it begins to live.