Client: Pearn Kandola
A multi-billion pound field of business psychology has been vigorously shaken up with an energetic new identity, aggressive advertising campaign and website, pearnkandola.com
Previously viewed as an unsung hero of business, the assertive new positioning tells business leaders that psychology is vital for success.
The new brand was developed for Pearn Kandola, business psychologists, in partnership with masius, the specialist business advertising agency of the Publicis Consultants network.
It shows the importance of psychology to business in today’s world, and carries the tagline ‘Because all business is psychology’.
The advertising campaign drives home how people’s emotions and well-being affects their work performance.
Although psychologists are used by many top UK companies, such as 3i, PwC and the NHS, an independent audit of stakeholder perceptions showed that the field was seen as academic and not relevant to business.
Based on this feedback masius developed a completely new identity for the field and for Pearn Kandola.
This was based around a logo that combines the organised, efficient exterior that businesses like to portray, combined with the messy, chaotic humans who form that business.
Senior partner at Pearn Kandola, Binna Kandola, said, “This was a big step for us as we had previously shied away from being too provocative.
“With this branding we wanted to really bring home the fact that business is psychology, and grab the attention of business leaders who haven’t yet realised they need us.”
Executive creative director at masius, Ian Henderson, added, “All business is psychology, and none more so than advertising. Working with Pearn Kandola is fascinating, not only have they let us produce a great business campaign, but they’ve made us look even closer at what actually makes a good idea in the first place.”