Repositioning professional services


Following a series of strategic acquisitions, global sustainability consultancy, WSP, wanted a research led brand refresh. They wanted the new identity to be cohesive and modern whilst remaining relatable to existing public and private sector clients.


Brand book

created including assets, guidelines and editorial tone of voice.

New narrative

developed including tagline, pillars, elevator pitch and visual identity.


Our strategy team at The 10 Group immersed themselves in WSP’s brand internally and externally through primary research to identify a new market positioning.

10 interviews were held with internal and external audiences, current and prospective clients.

The new narrative, brand identity and tagline were tested thoroughly through four innovation workshops and rolled out internally through brand book, guidelines and design assets.