Beauty in data
Historically, the firms operated as a family of companies under various company names - STR, STR Global and STR Analytics - but their wish was to fly under one flag, uniting the brand and brand messaging as STR and STR Global. The company asked for creative solutions to help family STR and STR Global. Solutions that provide some form of linkage, uniting the two companies while maintaining the two separate identities.
When we see ‘together but separate’, our curiosity antennae immediately twitched. We decided we needed to dig a little deeper. After a very open discussion that included the deeper business reasons for this specific request, we felt we had the context we needed to get started.
Our thorough exploration of the market and conversations with the C-suite, senior management, staff groups, and customer and supplier groups allowed us to make a simple recommendation. One that nobody had considered or thought possible. That STR repositioned itself from the current industry data company mindset to that of a solutions company. A company that solves problems and identifies opportunities. Utilising its proprietary gold standard data, the latest and best available technology, and analytics from the most astute and experienced industry people. Under a single name, brand and identity worldwide.
A simple solution to a complex problem, this was a project-defining moment, disseminating the data we had collected. We offered a designed solution to the identity and brand strategy that would facilitate and empower the company to take a bold leap. A leap that the senior team and the owners were eager to implement.
Nine months later, we and the STR team, their internal design team and central and regional marketing departments - launched the new brand and identity across all their global offices. Implementation of the identity fell to the internal teams, and we worked alongside mentoring to ensure that the roll-out was in line with brand standards and guidelines, giving them ownership.
In late 2019, just four years later, STR announced it was being acquired by Co-Star for a reported $425 million. Although it's difficult to determine the value of the brand, estimating it at 1% suggests it could be worth as much as $4.25 million. This would represent a significant return on the initial investment.
Project deliverables
Brand & Design Strategy, Brand Positioning, Brand Architecture, Identity design, Identity Application Guidelines, Internal launch workshops, Design team mentoring, Multiple printed comms, Photographic Art Direction