Warrington-based design studio, The Modern World, has delivered a full brand strategy and design alongside a new website for leading business growth consultancy, RBC.
Formerly The Ruth Badger Consultancy, the new brand represents RBC’s evolution as it celebrates its 18th year in operation. Following a major strategic review, The Modern World created a brand hierarchy to introduce a set of sub-brands, as well as the new RBC positioning, purpose statement, value proposition, brand story, values and behaviours, brand personality, tone of voice and a complete overhaul of the visual identity.
The original brand colour – red – had great equity and was retained, although made brighter and more vibrant. The tonal values of the supporting colour palette were then built around that to complement it, while also working independently when needed. Typography plays a big part in the identity, with big, bold messaging at the heart of the RBC personality, as such, a headline font that would do that job well was selected.
Ruth Badger, founder and director at RBC, said: “When we decided to rebrand The Ruth Badger Consultancy, we knew we wanted more than just a logo – we wanted a family of interconnected brands that would best showcase the honest, intelligent growth consultancy we’ve become renowned for.
“The Modern World’s approach was different to anything we’d experienced before – they were like a breath of fresh air. Working with them became more than just a rebrand – the stages they took us through seemed to empower us more and more. The clarity they gave us in how we describe who we are and what we do was incredible. Matt, Jen and the team were very patient with us, which is key when you have four, strong-minded women making decisions! We have had a great experience working with them, and are left with a brand, story and vision we all absolutely love!”
As well as delivering a full suite of brand assets, including a range of digital and print marketing materials, and a framework for rollout, The Modern World redesigned and built a new website, which features subtle animation, transitions and interesting interactions.
Matt Lewis, creative director at The Modern World, said: “It’s been the definition of a journey, going from a conversation over a year ago to now seeing the brand fully realised and rolling out. The process we go through means we get to really understand what makes the clients we work with tick. We quickly get past all the surface–level stuff to where all the interesting things happen.
“The conversations get deeper and the resulting work is so much more authentic because of it. Ruth and the team were really open and receptive to ideas and different ways of thinking about their business, they’re a dream to work with. B2B ‘brochure’ sites can often be quite dry, but the new personality of RBC needed a different approach that would reflect them properly and be authentic to their new way of communicating. SEO was also a big consideration from the start, so a lot of work went into developing the right kind of content. It’s been super–collaborative and we’re really proud of the work that’s been delivered.”
RBC focuses on growing owner led SMEs through honest, intelligent, relevant consultancy. Its approach is shaped around knowledge transfer, focus and empowerment. Issues and barriers to growth are identified, teams are upskilled through training, strategies are set and implemented, leaders are mentored and then empowered. As a result, growth continues long after the RBC consultants have left.
To coincide with the new brand launch, RBC has strengthened its leadership team, appointing Julie Hughes and Fiona Kelly as directors. Both have worked with the consultancy for several years and in their new roles, Julie and Fiona will join existing directors, Ruth Badger and Jackie Hall, with the four all now equity partners.
Ruth Badger concluded: “After 18 years supporting businesses to grow, it was time to invest in our own. RBC represents an exciting new chapter for us as we embark on our mission to challenge the status quo when it comes to business growth consultancy. We’ve started, built, grown and sold businesses personally, and for countless customers, earning us the right to talk the talk, and walk the walk.
“We don’t believe in average; what works for one business doesn’t work for all, and that’s where our refreshed offering is different. RBC is about delivering straightforward consultancy that cuts through the waffle, leaving businesses and their teams equipped, trained and empowered to continue the growth. Quite simply, we are transforming business as usual into business extraordinary!”
RBC, formerly The Ruth Badger Consultancy, was founded in 2006 by prominent businesswoman, and former BBC One The Apprentice finalist, Ruth Badger. Since then, it has helped hundreds build, improve and grow their businesses with huge success.
