Rebranding for Growth
Strategic and Visual Overhaul for Polley Consulting
Based in Switzerland and Ghana, Polley Consulting is led by Samuel Polley, a seasoned consultant with over 20 years of experience. Samuel specializes in helping international clients understand and navigate the cultural complexities of the Ghanaian business environment. The need for a rebrand was driven by the necessity to transition the company’s image from an impersonal corporate “we” to a more personalized “I”, making Samuel Polley the cornerstone of the brand. This shift not only reflects the reality of Samuel’s solo operation but also leverages his personal expertise as a unique selling point to attract international businesses.
Client
Polley Consulting, Switzerland / Ghana
Industry
Business and Cultural Consulting
Services Provided
Logo Redesign, Brand Strategy, Website Redesign, Business Cards, Overall Rebranding
Target Audience
International businesses and investors entering the Ghanaian market
Objective
To reshape the brand to more accurately reflect Samuel Polley’s personal expertise and his unique value proposition. This project included redesigning the logo, updating the brand strategy to focus on Samuel’s personal engagement, completely overhauling the website to enhance user experience, and creating new business cards to reflect the refreshed brand identity.
The Rebrand
Strategy
The rebranding strategy centered on shifting from a “we” to an “I”, making Samuel Polley the face of the brand. This approach not only personalized the client’s experience but also leveraged Samuel’s extensive industry expertise as a unique selling point. The messaging across all platforms was updated to reflect this change, emphasizing a direct and personalized approach to business consulting.
Logo
The redesigned logo for Polley Consulting features a modern sans-serif typeface, highlighting a sleek and contemporary look that resonates with Samuel Polley’s personalized service approach. The color scheme was refined to more closely match the hues of the Ghanaian flag – red, yellow, and green –emphasizing the brand’s strong connection to the local business environment. This modernized logo aligns with the strategic shift in branding, emphasizing Samuel Polley as the pivotal figure in his consultancy.
Logo Icon
Distinct from the logo, the icon within the logo has been leveraged as a separate design element to enhance brand visibility across various media. This dynamic, multi-colored representation of the “O” in Polley, which suggests movement and flexibility, has been used individually on materials such as jute bags and t-shirts. Its use as a standalone graphic element helps in maintaining brand consistency while also making the visual identity of Polley Consulting more versatile and recognizable in different contexts.
Website
The website for Polley Consulting underwent a major redesign, modernizing its appearance and user experience to align with the refreshed brand identity. The homepage now features a prominent photograph of Samuel Polley, immediately personalizing the user experience. Icons were updated from flat outlines to vibrant, isometric colored designs, enhancing visual appeal and clarity.
The site transitioned to a single-page format, simplifying navigation and allowing visitors to access all information through a fluid scroll. Additional dynamic elements like parallax scrolling and image sliders showcasing logos of associated companies make the site more engaging. This streamlined, modern design enhances usability, effectively communicates Samuel’s expertise, and underscores his role in guiding clients through the Ghanaian business landscape.
Corporate Identity
The corporate identity overhaul includes redesigned business cards, letter paper, and flyers, all unified by a modern and professional design aesthetic. The business cards and letter paper feature the refreshed logo and a clean layout, projecting sophistication and attention to detail. Additionally, the flyers – both the informational insert for official correspondence and the advertising-focused version – articulate Polley Consulting’s unique value in navigating the Ghanaian business landscape. These materials not only enhance brand coherence but also serve strategic communication needs, effectively extending Samuel Polley’s reach and reinforcing his consultancy’s credibility.
Outcome & Conclusion
The rebranding of Polley Consulting has successfully repositioned Samuel Polley as a prominent figure in his field, increasing visibility and interactions with international businesses. This personalized branding strategy has proved effective in drawing attention and retaining interest in a specialized market, demonstrating the power of personal branding in the consulting industry.