We ran a series of brand discovery workshops with key members of Latcham’s leadership, sales and account teams, during which we identified three key opportunities. Firstly, to create standout with a passionate purpose-led brand in a market of functional-yet-uninspiring service providers. Secondly, to rearticulate the brand architecture to a ‘branded house’ structure and create a series of sector based sub-brands with their own targeted messaging. We refined the value proposition for each sector, clarifying the way Latcham helped build connections between clients and their customers. Thirdly, we repositioned Latcham from a direct mail provider to a leading tech innovator in its field, dropping the word ‘Direct’ from its previous brand ‘Latcham Direct’.