We were commissioned to outline the Evalueserve brand hierarchy and how the new ‘sub-brand’ practice categories sit within the overall Evalueserve brand, and the practices’ own products and solutions.

Our objective was to keep things simple and clear, using bold imagery and keep the theme consistent, whilst ensuring not to over complicate design, use cliché imagery of people and avoid ‘boring’ business to business style.

In looking at the visual style of the IPR+D practice, we need to ensure we were establishing a set of rules that could be applied to, and across, subsequent sub-brands, so we conducted a series of workshops to explore and agree the stylistic approach to be taken when visualising the IPR&D arm of Evalueserve’s business.

Unlike co-branding, there is a clear hierarchy between the brands. And unlike a stand-alone application, a sub-brand is at once part of the Evalueserve brand yet wholly separate from any other Evalueserve sub-brand. Therefore, special care was taken to ensure that the sub-brand benefits from the parent brand’s equity while communicating its own unique values and consumer benefits.

As many service-oriented sub-brands exist within Evalueserve, to ensure consistency, a templated identity system was established to position all sub-brands equally which was intended to offer both internal marketers and agency partners more creative latitude while sustaining clear hierarchy and messaging.

Along with applying meticulous design and formatting discipline to the marketing collateral at the back, we invested time in developing a bold, graphic style to tie the sections together from the front. Our aim was to draw a line under the multiple design styles that had been produced in previous years by creating a more on-brand visual identity that would be highly repeatable for future editions and replicable across other brand communications.

The new identity created whilst providing brand management solutions for Evalueserve IPR&D was purposefully built by embracing their commitment to their unique “Information Adventurers” theme. The visual identity featured strong, forward-focused imagery and a custom-made set of icons which have been used at various events to great effect in starting conversions with potential clients and online.

Our mission as their strategic brand consultant was to reinforce IPR&D’s credentials and core value proposition as a brave, creative and adventurous patent search and analytics business, as well as help them elevate their overall brand positioning.

We emphasised their exciting and inclusive global vision for the business and their industry with well crafted copy and page layouts to convey their focus and stability, as well as the vitality of their brand.

As a result of our hard work, Evalueserve IPR&D is now the largest service provider of quality-focused IPR&D Search, Intelligence and IP prosecution solutions in the world.