Objective

GolinHarris was ready to move into a more visually identified space. It was essential to engage others in understanding how Golin thought about the changing landscape of the PR business, and culture & society, both locally and globally. The new identity needed to bridge the gap between strategy and creativity while also being sustainable.

Execution

The bright and bold design direction developed a consolidated visual communications strategy that was a truer representation of the company, its capabilities, its people, and its work. The biggest “win” was convincing the CEO to drop the name Harris, an individual who hadn’t been associated with the company for decades. It was an appropriate time for GolinHarris to change its name to just Golin.

Using the wordmark (Golin) with city abbreviations was a way to customize the various office locations while visually aligning with the new design. Connecting Golin with their various practices built on the visual and verbal equity. It facilitated a bigger picture of the company and it’s persona.

In addition to the name change and the new look, they agreed to an audit of their language and positioning as well. By using “GO” from Golin, language could meet at the intersection of employee and client experience. The tone of “GO...” 
was consistent with Golin’s energetic attitude—and sounded both “on-message” and inviting.