What is the company's profile

Orman*Williams is a consulting firm aiding US startups in establishing offshore offices, mainly in the IT sector. The company prides itself on understanding local customs and traditions of locations they recommend, making them guides and cultural assimilators – something most of their competitors lack.

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What is the extent of tasks

A    Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B    Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C    Consulting.

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What are the objectives

A    To create an immediate association with cultural diversity.

B    To give the brand communication a distinctive style or an unusual atmosphere.

C    To maintain a formal element that instils confidence in the consulting firm.

How the company’s objectives were achieved

A    The decision to use diacritics appeared the most intuitive way to represent cultural diversity. However, recognising this as a common approach, the team sought to innovate further. Their solution: transforming selected letters into pictograms, dubbed 'picritics'.

B    These pictorial elements now enhance the brand's phrasing, including slogans and headlines, thereby strengthening written language with visual components. The resulting style of brand communication is both distinctive and pragmatic, underpinned by clear logic. Whilst reinforcing words with visual representations has become commonplace on social media, this design uniquely merges these elements into a single, elegant form.

C    The suggested approach to maintain a formal image for brand credibility was ultimately rejected, as it diverged too far from the distinctive use of pictograms. Instead, to uphold brand consistency and project authority, the tone of voice was crafted to reflect the consultants' commitment, professionalism, and experience. This strategy achieved the desired credibility without resorting to visual conventions typical of corporations or law firms.