BRAND:
D&B
CLIENT:
Dun & Bradstreet
BACKGROUND:
The Dun & Bradstreet Company needed to refocused its brand strategy and managing clients with simple information. A new management team from American Express was brought in to develop a strategic blueprint for growth.
ACTION:
Developed a comprehensive branding strategy to support this new vision. Through analysis of extensive market research, we discovered that Dun & Bradstreet could secure its premium position by differentiating its brand around the concept of delivering absolute confidence to customers’ decision making. The positioning was captured in the tagline, “Decide with Confidence.” We also recommended that the company choose the well-known shorthand, D&B, as its singular corporate brand name. This led to the development of a new visual identity — the illuminating sun signature — which underscores the company’s inherent value proposition in decision making.
OUR TEAM’S DELIVERABLES:
Research, Brand Strategy, Brand Architecture, Logo, Design System and Marketing Communication
LEARN MORE:
www.dnb.com
ROLE:
Michael Thibodeau - creative director and lead designer working with Dun & Bradstreet and FutureBrand