Social Capital and Philanthropy Consultancy
No templates or molds to fit, in an era where no industry or sector is safe from disruption or evolution (and thankfully so), Fortell Communications needed to create a 360 degree brand message for Best-In-Class social impact consultancy, Humbert Group.
Tasked with developing a brand ID, voice and narrative that is undeniably distinguishable amongst a sea of consultants promising solutions to client concerns, yet, also position driven and informative for a less familiar philanthropy & social capital category of consultancy that is swiftly emerging, the Fortell Communications team immersed ourselves in a tactical research anchored quest that involved - how consumers learn of consultant service brands, user experience in servicing, brand awareness, brand “stickiness” and service expectations. The aforementioned due diligence led un to creating a brand ID and narrative for the Humbert Group shaped around “navigating a maze,” which is inherently fueled with traits of trust, relinquishing reservations, overcoming the unknown, surrendering to expertise and most importantly progressive movement.
It would be this maze theme that guided our brand ID construction, web design, brand voice and creative direction. From informative guided steps of the Humbert Group method and service approach to a seemingly unlocked grasp of a clients social capital and philanthropic inefficiencies that they may possess with accompanying attainable solutions.
With a design language that was decidedly informal yet unmistakably aspirational and confident, the creative approach to Humbert Group exploited the excessive vague and predictable communication and presence of typical consultancies abandoning it for a bold and inviting connection that evokes interest and provides evidence of need.
Content and Storytelling