The brief

Outsider is a research company specialising in qualitative research and insights. Starting life as Kenway Associates, the business built up a diverse client base, ranging from automotive companies to advertising agencies. With new work largely achieved through word of mouth and repeat business, it was easy for the company to rely on old relationships with existing clients. But in a saturated market, they needed to speak directly and boldly to their clients – with a strong brand identity.

Thinking outside the box

Our first challenge was to work with the client to discover what really sets them apart. Through a series of meetings, we uncovered that the real fuel to their fire is objectivity. Only by being truly impartial, being a real outsider, can revealing insights be captured. This led us to the name, but also to a graphic language that represented the notion of an outsider looking in and observing. A bold marque and playful identity grew from this idea too, and a series of abstract images were created through play and experimentation with photography and graphic treatments.

Results

This playful approach has given Outsider a robust visual identity that is eye-catching yet weighty enough to support the intellectual nature of the work they do. It has been brought to life with a new website, corporate literature and promotional postcards, along with limited edition prints celebrating their new face.