Brand Strategy and Repositioning


Anvil is a multi-national operational and travel risk management company. They have protected some of the most prominent corporations around the globe, including: adidas Group, Barclays, Boeing and Hewlett Packard, and developed some of the most innovative technology in their sector.

The Project:

At the time we met with the Anvil team, they had been achieving impressive year-on-year growth and intended to continue this growth level. Unfortunately, many of their clients and prospects did not understand the full extent of what Anvil did or what they had to offer. That wasn’t good for meeting their growth targets or for the success of the new offices they were about to set up.

Base One’s challenge was to define Anvil’s brand strategy and redefine their positioning, all whilst maintaining Anvil’s current brand equity.

Our Solution:

Base One created a new proposition and brand identity that positioned Anvil as the essential partner for international business – enabling business as usual wherever a company operates.

Our process yielded a clear view on a small and very distributed target audience and redefined their business proposition to reflect their audiences’ needs. We simplified their products and services clearly representing the operational benefits Anvil provides.

As part of the process, we devised their Brand Strategy, Brand Architecture, Messaging Framework, Visual identity, Communications Strategy and designed a new Website and Collateral set.