Experian Brand Expression Guide
Art Direction | Brand Design
Art Direction | Brand Design
The problem: The current global brand guidelines at Experian were too rigid to accommodate the dynamic nature of consumer marketing, making it difficult
to engage diverse audiences and respond to emerging trends. Additionally, the colour palettes and brand assets lacked dynamism and distinctiveness,
preventing us from gaining a competitive edge in the market.
What we did: Collaborating with the CMO, we delivered a fresh and modern creative execution for the brand. This involved conducting colour research to
introduce a new hue into the global brand color palette, ensuring it had contrast and remained on brand. We also developed a comprehensive Expression
Guide specifically for Experian Consumer Services.
Results: We achieved cohesive alignment across all marketing channels, driving engagement with our marketing assets. CRM and display assets saw a
minimum uplift of 1.5% in click-through rates, with some results showing up to a 10% increase.
to engage diverse audiences and respond to emerging trends. Additionally, the colour palettes and brand assets lacked dynamism and distinctiveness,
preventing us from gaining a competitive edge in the market.
What we did: Collaborating with the CMO, we delivered a fresh and modern creative execution for the brand. This involved conducting colour research to
introduce a new hue into the global brand color palette, ensuring it had contrast and remained on brand. We also developed a comprehensive Expression
Guide specifically for Experian Consumer Services.
Results: We achieved cohesive alignment across all marketing channels, driving engagement with our marketing assets. CRM and display assets saw a
minimum uplift of 1.5% in click-through rates, with some results showing up to a 10% increase.
Experian Consumer Services Brand Sheet: Key Elements at a Glance
Experian Expression Guide:
