WPP were creating a new type of marketing insights brand with a mission to help global marketers optimise their marketing mix by understanding how audiences interact with their brands in a fast changing, and disruptive, digital age. Our challenge was to develop a brand that would reset expectations in the market and shake things up. Through brand workshops and market research we defined the core brand idea – 'Transformative Foresight' – positioning the new brand as more than just 'insight' but heralding a 'predictive' era. The Gain Theory name was created, derived from 'game theory': the study of decision theory and interactions in situations of competition and conflict.
If you're a new kind of global marketing foresight brand, you need visual identity that lives up to that promise, and that's what we created. Central to the design was the 'portal', a dynamic graphic shape that represented a window into the future. 'Transformative' was referenced by its constantly moving and shape-changing behaviour. This vibrant brand identity was rolled-out across all digital channels and launched via a video. We also developed a new website and design for interiors and event stands.