Elevating Sales – in every sense

Nashville-based Southwestern Group’s growth strategy included investing in brand and reputation-building for youngest star performer Southwestern Consulting, to help fuel its global reach.

Although already leaders in the US and UK in developing and embedding high performance sales disciplines throughout businesses for major players such as Verizon, Google, Bank of America, AT&T and Toyota, the brand itself was poorly presented, with confused messaging and outdated visual identity.

This was a key blocker to its international growth. Only a clearly articulated and meaningful brand would enable them to go to market effectively.

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It’s a profession and a necessity

We carried out a full audit and deep dive through the sector to help provide insights for repositioning and rebranding.

We engaged with key stakeholders including senior consultants, coaches, clients and opinion-formers. And we discovered a raft of client fans, a business deeply in love with its craft, its rigour and its clients’ results. We found a relentless and rock solid belief in its ability to raise the game of Sales to a new level in each business it touched.

These insights became the foundation of the SWC’s purpose To Elevate the Practice and Profession of Sales.

Distilled further it becomes a simple strapline, Elevate Sales.

The new visual identity includes a key graphic “E” (for Elevate) icon made of three losenge-shaped strokes. A single stroke then becomes an ownable SWC visual asset and is a constant in all hero illustrations. This combined with the distinctive colour palette, creates much needed boldness and stand out in a featureless marketplace.

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“Workroom are real pros. They took a complex set of brand assets, principles and messages and artfully distilled them into a meaningful essence. On top of that, they did an incredible job of taking in and responding to feedback from multiple stakeholders in our global team. I was sceptical at the outset that this would be possible, but they delivered. Their work will undoubtedly play a significant role in the future success of Southwestern Consulting.”
Rory Vaden, Co-founder, Southwestern Consulting
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Client

SWC (Southwestern Consulting)

Project

Rebranding

Sectors

B2B
Professional Services

Disciplines

Brand Strategy
Branding
Communications
Digital
Positioning
Strategy
Visual Identity

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