Our work at a&o has been to slowly shift the perception of their brand.

The ideal we work towards is to maximise the distance between a&o and their competition through differentiation, while getting closer to their customers by being ever more relevant.

The company effectively into two business units so that the channel offering could promote itself independently from the direct business. To physically do this we created separate websites for the business units with separate SEO campaigns to suit.

The name could not be changed, being part of a global group. To make sense of it and increase its memorability when seen, we came up with the tagline ‘The advantage organisation.’