Channeling a force for good

Aberkyn, a transformational change organisation within McKinsey, is on a mission: to be a sustainable force for good in the world. An ambitious venture, but they have the network, expertise and drive to achieve such bold claims.

Aberkyn approached us to bring creative clarity and an injection of energy to their brand. They wanted a hero piece – an unpacking of what Aberkyn offered, why it was such a force for good, and why it was needed at this time. The idea for a brand film was born.

We worked with Aberkyn’s senior team to get under the skin of their brand and wrote a script which captured its essence. We organised a film and editing crew and directed a 2-day shoot in Madeira.

Intertwining poignant imagery with emotive music, the end result captured the hearts and minds of the community and Aberkyn’s existing client base. Moving image told Aberkyn’s story in a way which words never could.

But this was only a fraction of the challenge. Aberkyn’s messaging was often complex and contradictory. There was plenty of persuasive content and strategic thinking buzzing around the community, but their external communications often struggled to pinpoint exactly what they were about; to capture the heartbeat of the organisation.

With a strong partnership growing, they turned to us once more.

Over an intensive two-month journey, we helped Aberkyn to uncover the essence of their brand.

We facilitated a workshop in Amsterdam with members of the Aberkyn Leadership team, we interviewed various members of the community, to ensure voices were heard at all levels, and we brainstormed ideas with the core stakeholder team.

The ideas and insights were distilled into a brand handbook for the organisation: a succinctly crafted and beautifully designed companion, which housed the core elements of the brand.

It featured a new positioning statement, to help raise Aberkyn above the competition; a series of key messages to attract new business, both within the McKinsey system and externally. And a purpose statement that is both energizing and inspiring.

The book quickly became the cornerstone of Aberkyn’s brand, and a reference tool for those inside and outside the community.

Amidst the confusion, we helped the communicators at Aberkyn to see a clear path ahead. And, in doing so, we injected fresh energy and enthusiasm into the community and laid the foundations of a brand with purpose at its heart.