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Grass Roots rolls out bold new brand treatment

Grass Roots new branding
Grass Roots, the world’s leading provider of employee and customer engagement solutions, has recently applied an exciting new brand treatment to all company materials and collateral. The new look retains the existing Grass Roots logo and company fonts, but takes inspiration from the ‘thought bubble’ icon. Clusters of brightly coloured bubbles have burst from the logo, painted in a rejuvenated palette, and are applied to everythin.

The aim of this ‘brand refresh’ is to return to the company’s simple values – Honesty, Creativity, Teamwork, Expertise & Improvement - and to focus more on people and personality. The bold overlapping circles unite The Grass Roots Group companies under one uniform, yet flexible and innovative, brand and further enforce the company’s strengths in offering integrated solutions around the world, which are both diverse and consolidated.

John Bunting, Chief Commercial Officer for the Grass Roots Group, explained: ‘Something our clients tell us repeatedly is that our people are our best asset - that they are fun, youthful, clever and dynamic - so we wanted to do something that reflected these traits with our branding.

Dave Sweeney, Senior Designer at Grass Roots, one of the brains behind the bubbles, also commented, The coloured bubbles are bold, powerful and certainly eye-catching, but there are some complementary and subtle colour ways that can be used for more understated situations too. We have tried to think of everything and be dynamic so that the treatment can be employed everywhere.’

New brand guidelines also concentrate on a more informal tone of voice and a commitment to inject more personality and energy into all company interactions. A relaxed handwritten font has been introduced and illustrative imagery is also applied. Offices around the world have already been decorated bubbles with colleagues in Asia, Australia, New York, Germany and Spain leading the way.

A new global website has already gone live and clearly represent s the four specialist Grass Roots divisions around the world. Specific office and country versions in local language are to be launched in the coming weeks. Particular attention has been given to making the site image-led, raising the profile of some of the excellent client case studies that the company can be proud of, and giving insight into some of the people that work in the company. ‘Media’ pages are updated several times a week with company announcements, press releases and selected media coverage, keeping content interesting and timely.

New business cards featuring the high impact bubbles can be personalised to include favourite photos of the cardholder, or what inspires them, on the back. Employees are encouraged to ‘bring their personality to work’ when creating their bespoke cards. ‘These are already proving a great success’ says John Bunting, ‘My new business card has a picture of me on my motorbike on the back and it’s a brilliant talking-point with clients and at meetings. It’s good to be reminded that both at work and outside our professional lives, we have interesting stories and hobbies, which make us who we are! The diversity and passion that our talented people have are to be celebrated.’

All new brand treatment design, production and application has been undertaken in-house, utilising Grass Roots’ brilliant resources in the Creative studio, Technology team, Production studio and Marketing & Communications.

John Bunting is delighted with the results and pleased with response to the new look, ‘The Grass Roots Group has one vision and one common goal to go from ‘good to great’. The company is now all on one page in terms of look and feel - we’re coherent and talking the same language. I’m hugely impressed with the talented individuals around the business that have taken the ‘bubble’ concept and delivered beautiful, vibrant results. We’ve had great feedback from our clients and the attention-grabbing bubbles are certainly getting noticed! ’

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