A GLOBALLY RESPECTED FIRM. AN UNDERPERFORMING BRAND.
OBJECTIVE
A powerhouse in the project management space, Macro Consultants needed a brand identity reflective of its portfolio and expertise.
SOLUTION
Macro came to Defy to take an outside-the-box approach to a rebrand. It had accolades, an impeccable industry reputation, and long-running experience—so, cookie-cutter creative was simply not going to make the proper impression.
Macro is known for its precision, so we leaned into that when we began concepting this new brand identity. We ultimately created two directions that we presented to the client. The one that was chosen centered on the “Macro Lens.”
The Macro Lens was a visual device that showed how Macro can provide both big-picture vision and execution focused on even the most minute details. We also made a strategic decision to winnow down “Macro Consultants” to just “Macro” to represent the brand’s elevated industry reputation.
In terms of language, we built a tone of voice that reflected the Macro name and reputation. The designs were backed by headlines that felt confident and mature but still approachable.
When all was said and done, this project included an all-encompassing rebrand that fueled a new logo, two websites, a comprehensive identity system, and a corporate suite.
“The entire Defy team provided immeasurable leadership and vision throughout this process. Defy contributed a consistently high level of quality, creativity, hard work and commitment. We wouldn't be here without you. Thank you for that. Looking forward to more success with the bigger Savills family over the next 27 years!” — Michael Glatt, Vice Chairman, North American Head of Project Management
