Having recently introduced one brand across all sectors, KPMG needed to translate their brand into a visual expression, and further embed the brand into the organisation.
We identified the ways in which photography could be used to express the new KPMG brand through a series of workshops with the KPMG brand strategy team. By articulating how the brand attributes could be communicated through photography, we created photographic briefs for each of the twelve sectors within KPMG.
Then, in a total of four days, the course introduced 12 delegates from across the world to the art of composition, the good use of lighting, how to capture magic, how to photograph people, landscapes and objects and how to use metaphors to communicate the brand.
Out of a total of 7,886 photographs nearly 1000 were selected for inclusion in a brand image library for use across the 12 sectors. This provided KPMG with unique images to the value of £300,000.
Our Nimbus programme provided the means for building a community of brand ambassadors across the world, together with a consistent photographic expression of the brand.
The aim is to understand how we can actually use our brand refresh through the medium of photography but we’re actually learning practically how to take photos so that we understand what the brand is doing from the inside out so that we can become brand ambassadors.
Jane Blackett — P & T Marketing Manager, KPMG
I learnt how to take a good photograph and what a good photo should contain. Most importantly we have very many shots for our library – in particular for the Automotive, Healthcare, Pharma and Chemicals industry sectors.
Nick Hopwood, Head of Brand strategy, KMPG
I can see how I’m going to use these fantastic images in the collateral that we’re producing. It’s just really exciting to be able to direct and shoot stuff that I know will have relevance and help us do what we need to do.
Sarah Allen, Director, ICE Proposals and Marketing, KPMG