Setting the foundations for success with WSP


Following a series of strategic acquisitions, global sustainability consultancy WSP asked The 10 Group to conduct a research-led brand refresh.



brand book created including assets, guidelines and editorial tone of voice


new brand narrative developed including tagline, pillars, elevator pitch and visual identity


Our strategy team immersed themselves in WSP’s brand internally and externally through primary research to identify a new market positioning. We conducted 10 interviews with internal and external audiences, current and prospective clients to get under the skin of WSP’s unique offering. We held innovation workshops with focus groups, testing the new messaging against their motivations and perceptions of the brand. The new narrative, brand identity and tagline were rolled out internally through innovation workshops and a new brand guidebook, complete with a suite of new assets.

The new brand identity feels cohesive and modern whilst remaining relatable to existing public and private sector clients.