KPMG -Learning services

Brief

• Create an identity and campaign within existing KPMG
  brand guidelines

• Differentiate visually from the core brand

• Build a toolkit for stakeholder rollout

Challenges

• A competitive market

• Making a large audit brand feel warm and approachable

• Working within strict brand constraints

Rationale

The challenge was making a brand the scale of KPMG feel personal — proof that clients are more than a number on a list. I built the concept around different backgrounds of people united by a shared commitment to learning, represented through spheres that trace each person’s individual journey. Learning, positioned as a skill that lasts a lifetime.

Impact

Presented by KPMG UK as the identity for Learning Services, the brand was received so well that KPMG Australia independently adopted it for their own Learning Services division — extending the system’s reach well beyond its original scope.