One brand for a global outsourcing business
Outsourcing and payroll are complicated by nature, and the Anderson Group, a global player, had a product offering so varied it risked losing the very contractors and recruiters it served. We brought everything under one Anderson umbrella: a simplified, modernised brand, a UX-led website that adapted to each audience, and films and animation that debunked the myths and made a dry subject genuinely clear.
Overview
Ideate was brought on board to help simplify their complicated product offering for contractors and recruitment companies. Working with the senior management team, we carried out workshops and analysis to review how the company positioned themselves, streamline their products and create a service offering that made sense to the end user.
Brand evolution
We then evolved the brand identity, simplifying and modernising the brand elements and bringing everything under the Anderson umbrella. We created new brand guidelines to use across the business.
After updating their assets and re-creating their brochureware and sales material to reflect the new service offering, we developed and implemented their annual marketing and digital plans.
Succinct Messaging
Key to the success of this brand was being able to quickly convey the benefits of their services and simplify the complexity of payroll, outsourcing and accountancy services to a target audience with little time or interest in the subject matter.
We created a series of short films, case studies and testimonials as well as a suite of animations to debunk the myths of outsourcing.
Digital Expertise
With such a varied customer base, ensuring that the website was UX-focused was vital. A clearly mapped out journey for visitors dependent on their needs was a priority, as was creating a professional feel that conveyed Anderson’s experience and expertise.
With locations across the world, it was important to give that global feel whilst ensuring UK clients that Anderson knew their local market inside out.
Making mobile matter
As the primary channel for contractors, the mobile interface design and functionality was given priority. We created a clean and easy-to-use mobile site that allowed people to update their accounts, timesheets and gain insight into the ‘legal stuff’ at the touch of a button or with a single swipe.
Office Artwork
With a fast-growing workforce spread over numerous continents, Anderson required a series of internal branding visuals. Using skylines and bold typography, we created office artwork to create a working environment where everyone felt they were part of Anderson team.
The quality, inventiveness and attention to detail run through everything Ideate has done for us. The branding, the messaging and the wider communications were all exceptional, and the photography and art direction gave it a polish we didn’t know we were missing. The website is a real standout. It’s cutting-edge, beautifully considered and genuinely a pleasure to use, the kind of experience that makes people want to stay and explore.
And then there’s the office artwork, which still stops people in their tracks. Clients and staff feel lifted every time they see it. It’s the small things that give it away: the thought behind the tiniest details, the subtle branding through the office, the signage, even the merchandise. For a while there it honestly felt like we were working for the best company in the world. This is work that deserves to win awards.
