USP Creative

Unifying the disparate

  • The O'Brien Group
  • Creating a master brand

Developing a clear and inspiring brand positioning for an organisation with diverse subsidiaries.

The Challenge

Briefed to develop a masterbrand identity for OBG, our challenge was to identify a unifying thread through an ostensibly disparate group of companies and to develop a proposition which builds the employer brand, whilst reassuring the investor, inspiring the client and appealing to potential future group company board members.

OBG is made up of a diverse group of companies, but with an emphasis on science-led, traditionally conservative markets. Focussed on growing businesses constructively, OBG takes a long term, sustainable view and does not look for immediate ROI, considering itself a guardian of entrepreneurial businesses rather than an overbearing ‘owner’.

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The Solution

We needed to clarify what OBG does and where its strengths lie. Made up of a diverse group of companies, but with an emphasis on science-led, traditionally conservative markets, OBG is focused on growing businesses constructively. OBG takes a long term, sustainable view and does not look for immediate ROI, considering itself a guardian of entrepreneurial businesses rather than an overbearing ‘owner’.

Following strategic workshops with the management team, we repositioned OBG around a purpose of 'fostering creative culture in an increasingly corporate world', developing a range of branded collateral and a total design, build and fit-out of the group HQ.