House creates a major rebrand for a leading PLC.
Brand development projects which move evolving businesses to where they want to be is a key area of specialism for House. So when we were shortlisted to pitch for a major renaming and repositioning project for a highly successful PLC, we immediately felt at home.
The Park Group is the UK’s leading multi-retailer redemption product provider. A financial services company dedicated to providing innovative prepaid gift card, retail gift voucher and digital reward services to corporate and consumer markets. To spearhead a major brand relaunch, Park decided to change its name to reflect its total focus on connecting people to the things in life they enjoy the most. The challenge was to create a brand name and visual identity capable of engaging all customers and stakeholders whilst at the same time, articulating a truly differentiating vision.
Our name generation process was informed by one key premise; that the Park Group is a feelgood business, not a functional business. With a product portfolio which includes Love 2 Shop, High Street Vouchers and Park Christmas Savings, it exists to create joyful experiences through game-changing, user-friendly digital technologies aimed at B2C and B2B markets.
As a consumer-facing brand, it designs innovative gifting and saving products, while its business products empower corporate audiences to reward, inspire and engage employees and clients. We took a holistic view of audience segmentation, sense-checking each name to ensure it would resonate with all audiences across all markets. Alongside this, we also developed a new visual language, logo, brand essence and rationale setting out a compelling and defining vision of the future.
Our pitch-winning brand name, Appreciate Group plc, successfully articulates a bold new vision; one that is firmly rooted in the emotional benefits of giving, receiving and experiencing. Created by House, the Appreciate Group logo and brand guidelines announce the company’s joyful relaunch and strategic reinvention, carrying a message that is modern, relevant and relatable. A message that is now engaging all audiences, from the business customers who will appreciate their innovative incentive and reward solutions, to the consumers who will appreciate their exciting shopping, celebrating and gifting experiences.
The newly-named Appreciate Group plc is now occupying its joyful new place in the world, announcing to financial markets that this is a new PLC with new things to say and new ways of saying them. A company that fully appreciates what’s important to each of its audiences and delivers what they need in new ways, every day.