Taking a sharper and bolder approach, Arthur Lawrence has revamped its visual identity and brand positioning in an attempt to offer its people and partners a common anchor in conveying the brand truth to its audience. They are calling this rebranding process AL2.0.
The company’s newly launched logo, the addition of a more vibrant color palette and sleek contemporary typography and imagery combine to tell the story of how Arthur Lawrence identifies with inclusivity, relevance and boldness. Another interesting aspect of AL2.0 is the introduction of a new tagline: ‘exceptional. repeat.’, which flaunts the organization’s focus on delivering excellence, over and over again.
The brand relaunch ceremony held at Arthur Lawrence’s Karachi office also elaborated on how this rebranding exercise is meant to go beyond the visual identity. It also aims to reinforce the ‘Arthur Lawrence Way’ that encompasses the culture, philosophy and the operating model of the organization. Alongside this, this brand transformation ensures that Arthur Lawrence’s Seven Pillars, a very distinct set of ethos and values – that include integrity, value creation, collaboration, stewardship, best client, best people and education – continue to be the foundation on which the organization grows and evolves. In its carefully curated messaging, the company lets its stakeholders know that it has come a long way, but it has not forgotten its roots.
Arthur Lawrence has been in the talent, technology and management consulting space for the past 18 years and has a global presence. It is also expanding its presence in Pakistan with its newly opened office in Islamabad. The impressive partnerships it has forged over all these years with Fortune 500 and Global 2000 organizations, and its alliances with the Big Four firms and technology giants, are reflective of its focus on being and delivering ‘exceptional’ across its service offerings.
Most of all, the company’s ‘why’ – ‘improving lives by creating exceptional value’ [for all employees, contractors, clients, partners, and communities it operates in] shows its future-focused approach in creating lasting value and making an impact.
