One of an advertising agency's primary functions is to build and sustain their clients' brands, but, sustaining their own corporate identity and brand-building often gets a backseat. Mortimer Harvey launched its new corporate identity recently and the agency's Creative Director's phone immediately started ringing off the hook with calls from design and advertising students, as well from clients." />
Mortimer Harvey
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Mortimer Harvey: Turning corporate and brand identity-building inside-out

One of an advertising agency's primary functions is to build and sustain their clients' brands, but, sustaining their own corporate identity and brand-building often gets a backseat. Mortimer Harvey launched its new corporate identity recently and the agency's Creative Director's phone immediately started ringing off the hook with calls from design and advertising students, as well from clients.
Design and advertising students wanted to know if they could spend some time in the studio. Clients wanted to know when they could get the vibrant new desk pads for their offices.

"With a strong management team on board, and with client advocacy for Mortimer Harvey increasing, we feel quite revitalised, so it only makes sense for our Corporate Identity to reflect the same expression and sense of life-vibrancy that our community of staff and clients embody. Simply speaking, our brand is a mirror of our proposition, and when clients are satisfied about the improvements we've made to their bottom line, we are simply delighted that we are able to help," says Dave Mortimer, CEO.

So the challenge wasn't re-imagining and simply creating a look, it was actually finding the mix of iconology and colour that does justice to who the agency is and how it adds value to its community. "Eye-catching design blended with sharp contrasts and contemporary grittiness does a fair degree of justice to the fine design we create for our clients...," avers Gerald Harvey, Executive Creative Director, "...but the spirit and passion that encapsulates how we carry out our other core competencies is captured in the blend of vibrant, passionate colour. The full combination is a living system of our ethos and values that resonates with the embrace of our circle, because for us, that circle is the embodiment of continuous and infinite possibility, a life and rebirth approach, our mental flexibility, our heart and our creative spirit. There is nothing linear about Mortimer Harvey."

In true style, the process followed by Mortimer Harvey in the redesign of its corporate and brand identity may seem unorthodox to the textbook formula, since often textbooks suggest a time-elapsed tweaking of Corporate Identity so that the client-base gets used to subtle changes, particularly if the name is unchanged. "Not if one is this advertising agency, and particularly not when one is an agency that does not apply set-piece solutions to your own headspace, something I noticed immediately about this company and it's as refreshing to me as to most of Mortimer Harvey's clients I have chatted to," adds an excited Clement Charnley, BEE partner and Board Member.


Editorial contact
Robyn Moon
011-467 4729


9 Mar 2006 09:51

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