In 2015, global investment firm Permira acquired two leading credit management businesses. Their aim was to align them, along with their sub-brands, under a new brand to become Europe’s best. Our brief was to create that brand.
We brought together a working group from across the businesses to facilitate the process. Naming NewCo was a key task; due to its existing brand equity we finally settled on Lowell, the name of the acquired UK business. Audits showed under-investment in brands in the sector, so this gave Lowell and us a great opportunity. Through workshops we defined their purpose; one that reflects their principled approach, and clarified their brand values.