The Association of Business Mentors had built a trusted, professional reputation, but its identity was starting to feel formal and dated. To attract the next generation of business mentors, it needed fresh energy without losing the credibility it had worked hard to earn.
This was evolution, not revolution. Working closely with ABM’s marketing team, who led the brand strategy, we refreshed the identity around the strengths already there – refining familiar colours, introducing a more contemporary typographic style and bringing greater warmth and personality to the way the organisation presents itself.
The evolved logo brings the A and M together to represent the relationship between mentor and mentee, while more human photography puts connection at the heart of the brand.
Alongside the identity, we helped shape Supporting the People Who Power Success, a simple expression of the role ABM and its members play.
The result is a more confident and contemporary ABM: still recognisably the organisation its members trust, but with the energy and relevance to connect with the next generation.
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