We needed to reposition Mercuri as a modern, attractive, and consistent brand by reimagining their imagery and language: first, by simplifying their overly complex existing brand, with unclear messaging that obscured their special qualities; then, by building a set of visual and linguistic guidelines that could properly express their position as a top three global player in their field.
Sköna created a central value statement – ‘Grow business through people’ – that encapsulates the key differentiator at the heart of Mercuri’s business. We emphasized humanity at every stage of the branding process, and made it foundational to the complete design language. A versatile palette of colors and motifs is applicable to a whole range of resources; extending graphic elements, built from the same quarter circle shape, create unique and infinite patterns to suit unique business applications. Modular, stylized images of roadmaps cleverly intertwine and link with human elements, playing with the concepts at the heart of the message.
By simplifying and standardizing their messaging, Mercuri more effectively conveys what makes their company special to a worldwide audience. A truly global, visionary provider of sales excellence, Mercuri is now confident that every brochure, sales presentation, and email tells the same bold, modern, and ultimately human story. Sköna continues to support their business and brand growth through content marketing, conference branding, campaigns, and more.