Value proposition and design for
For many decades, Great Place to Work has been recognizing the best employers worldwide.
They conduct employee surveys and audits to select the crème de la crème in each country. The annual ranking of the 100 best employers alone is globally known and popular as a way of consolidating one’s own employer brand.
The consulting team advises many of the outstanding employers to rise further in the rankings. But they set their own goals from within the well-known brand: They want to become a known quantity among management consultancies in Germany – independent of the competition.
Our task was to develop a clear position for the consultants so that they stand out from the existing brand, but not completely separate themselves from it.
In a value proposition workshop, we examined the primary target group. Together, we captured the Pains & Gains of HR managers and mapped them to the consultants’ existing services. In this way, we were able to develop a clear message and service overview.
Make it simpler, clearer and more emotional
The existing CI of the site had to remain as a basis, but was allowed to be rethought for the consultant area. We used the corporate colors and fonts and cast them in new forms garnished with fresh headlines. All in all, GTPW received a tidy consultant area with reference to the main brand and its own position.