ChangeGroup transform digital practices. We transformed their brand.

Transforming the brand

The IT consultants ChangeGroup wanted to develop their business and explore their potentials. We delivered the brand strategy that transformed them from brokers to a team of strategic advisors. We developed a visual identity that clearly expresses the strengths of ChangeGroup and a customer-centric website that increased the number of visitors and time spent on the site by 20%.

Identity exploration

ChangeGroup had grown out of its role as a broker that simply matched companies with freelance consultants. The company was slowly becoming more than a sales organization and strived to become a strategic advisor to the customers. But the change process was happening without a plan and the identity of ChangeGroup unclear. To develop the business, ChangeGroup needed to define strengths and potentials.

Mapping inherent strengths

The inherent characteristics of an organization give valuable inspiration for innovation and formulation of purpose. To understand the authentic identity of ChangeGroup, we interviewed the board, the founder and CEO, employees, and freelance IT consultants who were working with the company. We identified 6 strengths that characterize ChangeGroup and created a foundation for repositioning the company in the market.

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Defining future purpose

We developed four strategic directions, based on the inherent strengths of ChangeGroup. Each demonstrated a possible future scenario containing different possibilities, initiatives, and advantages. Each scenario also reflected different purposes for the future ChangeGroup. The board decided to focus on the scenario "Transformation through teams".

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We were challenged to think of new ways of innovating our business and positioning ChangeGroup strategically in the market. Because every scenario was based on our inherent strengths, we recognized ourselves in each one of them. Helle Ørsted
Founder and CEO, ChangeGroup

Brand essence and purpose

Based on the scenario ChangeGroup chose for their future brand, "Transformation through teams", we formulated a new purpose that also serves at ChangeGroup’s brand essence.

ChangeGroup makes Danish companies and institutions competitive by advising about IT and digitalization based on the customers business and culture. We set the best team for the task and promote Denmark's digitization through teamwork and professional learning. Brand essence and purpose

Through workshops with the board, CEO and key employees we defined a new core narrative, vision, and mission that guides strategic decisions for ChangeGroup. Working in agile "high-performance teams" is central to the new brand practice in order to stimulate professional and personal development. ChangeGroup has this approach to working with digitalization both when collaborating with their customers and internally. We also developed a new brand and marketing strategy that sets the direction for branding and communication initiatives.

Brand design

ChangeGroup’s visual image brings the brand identity to life through a modern yet professional look. We created the new logo, typography, colors and photography style.

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We developed a visual identity that positions the brand as a strategic advisor with a personal touch to empathize partnership and digital transformation.

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The circles are an illustration of a team. The square symbolizes an individual that creates change within the team. The symbol is slightly tilted to underpin the meaning of change.

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The symbol can be used without the logotype in small formats. For example, in applications or as a profile picture on LinkedIn. It can be used in both circular and square formats.

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The Neue Haas Grotesk typography was chosen to signify the professional, contemporary and easy-to-approach characteristics of ChangeGroup.

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Primary color

The violet color gives the brand professional authority in a more personal way. It differentiates the brand from both conservative competitors and smaller and younger consultant businesses.


Secondary colors

The secondary colors add a playful expression which is important to the new team-oriented brand. The color scheme offers both a conservative and more expressive visual look.

Expanding the logo in eternity

Cropping a part of the circles and the square of the logo we created a graphic pattern that communicates the brand visually. The pattern can be used to create an effect or communicate the brand in an elegant manner. The pattern can be extended and continue indefinitely.

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Telling the story through images

We produced new photography and illustrations that tell the story of the ChaneGroup team creating change, development, and learning. The images are warm and natural and contain elements of sharp and blurred. The style provides depth and highlights the human story of the image. The combination of blue tones and warm skin fits the brand colors. 

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High touch illustrations

We expressed the human side of the ChangeGroup brand in graphic illustrations that have a quirky style and humoristic approach to certain elements in the new digital identity, such as the website contact page and the newsletter. 

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Guiding the design of the company

The new visual expression of ChangeGroup was translated into simple guidelines that help the organization keep a consistent look and feel on all platforms. To ensure easy access to guidelines, materials, and Microsoft templates we developed an online design guide.

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Communicating the brand

The brand identity was implemented on all communication platforms. One of the key customer touchpoints is a meeting with a ChangeGroup advisor. We developed new sales materials, PowerPoint templates and business cards for the advisors.

Our core narrative has become the cornerstone of our communication. It guides us in developing new initiatives, creating new content and ensuring a consistent brand identity across all touchpoints. We see users spend more time on our website and the conversion to booking meetings with us is increasing. Ralf Hollander
Head of Marketing
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A broad range of services and many new technologies challenged the clarity of ChangeGroups online communication. We created a digital strategy making the online presence a tool for the business. We created a customer-centric website that boosts sales and communicates the strengths of ChangeGroup’s brand across mobile devices and desktops. The new website resulted in 20% more visitors, a 20% increase in time spent on the site, and more inquiries from potential customers.

Increasing sales with customer-centric website 

We focused the information architecture by structuring ChangeGroup’s many services into four clearly differentiated categories. The new user interface made it easier for customers to find relevant information. Every page offers related stories or services enhancing the customer experience and keeping users engaged. Call-to-action elements were implemented on every relevant page which helps the company identify new leads and get face-to-face meetings with new customers.

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Refreshing our brand and website has improved the recruitment process in several ways. We now get more inquiries from consultants wanting to join our team because they have a good understanding of who ChangeGroup are, and our services and values are communicated clearly. Katrine Krogbeck
Head of Recruiting