BGL Group called upon Speed to perform a strategic review of how all the consumer brands sat within the corporate structure.

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A drive to change.

Over 20 years, BGL Group had worked its way towards 7 million customers in financial and legal services, developing market-disrupting brands – including comparethemarket.com, Minster Law, Dial Direct and Beagle Street. Yet the parent company itself was largely invisible to customers. With massive growth and significant recruitment in mind, it was time to change all that and introduce an integrated brand communications approach.

Creative integration.

BGL Group called upon Speed to perform a strategic review of how all the consumer brands sat within the corporate structure. Following a complete review of the Group’s brand architecture and business relationships for communications needs, we delivered an intensive brand guidelines document allowing for the shift to a digitally-focused company. As part of our creative brand development, we pushed on the brand image, taking it further and making it fit for the Group’s new purpose. We produced a motion graphics video to introduce the guidelines. Based on the idea of connectivity, the motif of interconnected circles began to appear everywhere – on web banners, signage, promotions collateral, livery, billboards.

Partners in progress.

We worked closely to create the excitement needed to step forward with a 2015 launch – helping to direct HR people initiatives and being there day in day out on that all-important recruitment drive. By spring, the new branding of BGL Group could be seen all over the UK. At Speed, we’re proud to have helped a national player reposition its communications and tell its story to the right audience at the right time. And the BGL Group Communications recommended us to Beagle Street and comparethemarket.com and several other BGL brands. It is an exciting time to be part of the extended team developing high level collateral to support their different marketing remits.

Speed can do anything; they are strategic, creative, technically savvy. We work with them across many different types of projects and they always deliver exceptional work. It’s great that they print as well. I can fully recommend them.

Caroline Raines, Senior Manager, External Communications & Reputation Management.