MRops is an end-to end market research operations company, working with research agencies and management consulting firms across the globe. The company was founded in 2007 and has grown very fast – excelling at executing the most complex work in the MR industry. When they approached us earlier this year it was because they felt their visual identity and website were not communicating the right messages any more.
So, we got started with a workshop, with team members from different offices around the world to discuss the company’s vision, positioning and messaging, and exactly what was special about it. Along with exercises mapping the market and looking at their current communications, we also did a visualisation of their business in the future, giving us an understanding of how to approach the design of the new visual identity.
After the workshop, we synthesised all the materials and worked up a brand strategy document which we used as a spring board for the future design and website. The idea was to focus on how MRops makes really difficult research happen – by building the teams, technology, and processes to support the execution of the most complex work, from targeting hard to reach audiences around the world to developing respondent engagement solutions.
For the new identity we came up with the different arrows and the strapline – ‘this way for possible’. Once the new brand identity was established we built on this with the website design, emphasising the importance of the people with in their company – to excel at executing the most complex work in MR, you need people who are up for the challenge! The site is populated with pictures of the teams around the world at work, and even illustrations of them at play.
COO Wander Meijer said, “Our rebrand and website project has been a great experience with Keen as Mustard. They approached the project attentively and creatively, and delivered excellent results. Our web site visits, LinkedIn and Facebook pages got visited three times as much and several clients spontaneously complimented us. ”
The whole project – from the workshop to the launch of the new site took 12 weeks – and although we all worked fast – we made sure to pay attention to all of the little details. And we’re very proud they show!