WRITTEN BY KAYLEIGH JENKINS, BUSINESS DEVELOPMENT DIRECTOR
KROW EAST LEADS ON THE DEVELOPMENT OF NEW LRQA BRAND IN CREATIVE PARTNERSHIP
LRQA, the leading global assurance provider, has unveiled its new brand identity following the announcement earlier this year that the Business Assurance and Inspection Services division of Lloyd’s Register (LR) is being sold to funds managed by Goldman Sachs Asset Management.
The launch of the new brand is being led by krow East, following the agency’s appointment by LRQA after a competitive tender process involving three other agencies.
The krow East team was tasked with creating the new brand from the bottom up, including strategic positioning, brand identity, brand narrative, mission, values and tone of voice. This new branding was then applied to create a variety of assets and content for the launch including global branding guidelines – motion, web and digital guidance, brand tools and templates, internal and external launch comms and film.
The first stage of the rebrand involved an intense ‘discovery’ period. This included one-to-one interviews and focus groups with colleagues and clients across the business and the world, to really get under the skin of LRQA and understand how people felt about it – both what it is now, and also what it needed to be in the future. The krow East team also worked in a consultative capacity, supporting incumbent campaign agencies and designers with the rollout of the new brand.
LRQA’s Marketing Director, Jeannie Ivanov says: “krow East listened to everything we and our customers told them about our market and have taken us in a new creative direction which really resonates at every touchpoint. The krow East team has been a joy to work with, strategically excellent, continuously accessible, calmly amenable, and absolutely committed to joint success. In 15 years of agency partnerships, this has been my highlight.”
krow East’s Managing Director, Dawn Marrs, adds: “This project was a brilliant example of our ability to get to know the needs of a client and its customers, and to quickly and effectively build a compelling and inspiring brand based on genuine insight into colleague and client truths. We are delighted to add LRQA to our ever-growing B2B portfolio, and we are well-placed to support their intention to become the leading digitally enabled assurance provider.”