[www.benfieldgroup.com]

Benfield is one of the world's largest reinsurance intermediaries and risk advisory groups, with over 1600 employees based in 35 offices worldwide. The company has a reputation for excellence, flair and entrepreneurial spirit and has enjoyed rapid growth over the past decade as a result of both organic growth and acquisition.

However by 2002, the legacy of M&A had become apparent; the corporate identity structure was confused and unplanned and little synergy existed between the brands which were core to the business and those there were not. In addition, there was a need to understand more fully the values, culture and essence of Benfield, particularly in light of a substantial acquisition in the US in 2001 and to have a more rigorous framework for marketing and communications.

In 2002, we took the decision to consolidate our brand and unify all our businesses worldwide under the single brand identity of Benfield. Following a competitive pitch process, The Brand Architects was retained to provide strategic consultancy and project management, alongside the in-house team, to deliver the project within a six-month time frame.

We felt that, during the pitch process, The Brand Architects demonstrated the clearest understanding of the challenges facing us as a business in consolidating multiple brands across different territories in a strategic and rationalised way. Their ability to work with senior management, who had never been through a process of this type, was also crucial.

The Brand Architects assisted us in the scoping of the project, the design of a process to achieve our objectives, brand consultancy throughout, design and project management. At every stage, The Brand Architects challenged accepted ways of doing things in a constructive and rationalised way, at the same time, we benefited from its practical project management skills.

The result ?
We rolled-out our revitalised and consolidated brand identity on time in early April 2003. For the first time, the company has a consistent global brand identity projecting a clear message to the marketplace. The project has been widely acknowledged as a success and we are indebted to the quality of strategic thinking, professionalism and commitment shown by The Brand Architects throughout. We look forward to continuing to work with The Brand Architects in the future.

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