From Classic
to Contemporary:
MicroSave Consulting’s
New Brand Identity
Can a smooth and suave rebrand launch one of the youngest
consulting firms into a market dominated by the Big 4?
It doesn’t stop there—now having financial outreach all
over the globe, MSC is one of the most trusted and visible
consultant partners in the public sector.
70%
Increase in Client Partnerships
16%
Increase in Digital Govt Projects
MicroSave Consulting (MSC) is a global consulting powerhouse with
a proven track of success. Throughout its 20-year history, MSC has
assisted millions of people with their monetary goals and silently
guided world governments toward financial inclusion.
In 2020, MicroSave Consulting joined forces
with Sparklin to redefine its brand positioning,
identity, and various brand essentials for use in
over 50 countries as it approached its 20th
anniversary in the industry.
The Challenge
As a company with a long illustrated history, MicroSave Consulting
lacked a well-established global identity. The common belief that only
the Big 4 firms were driving innovation overshadowed the valuable work done by key players like MSC in the sector. We had to put MicroSave Consulting on the global map of relevance—in front of people.
Our Solution
We started our rebranding effort with a deep dive into the culture
pool. The first step involved engaging with internal stakeholders, clients and ex-employees to understand the company's perception of itself and
its standing in the industry.
The prevailing belief within the company was that they were the "grandparent" of the industry, despite being one of the youngest.
We aimed to leverage this strength in the rebranding process.
Sparklin proposed a shift from the
original name (MicroSave Consulting) to
the acronym ‘MSC’ – a more dynamic and contemporary expression of the brand.
Next, we delved into content strategy, refining the brand voice, and
applying color theory to springboard a modern and appealing visual identity. Every aspect of the brand, from letterheads to other collaterals, was meticulously designed and built from the ground up. We aimed to convey a sense of sophistication, professionalism, and innovation through a modern design language.
Additionally, a novel web architecture was devised to seamlessly navigate
a vast library of international data that caters to diverse geographical locations. Simply put, we developed a user-friendly interface, that
allows users to easily access and search for information from different parts of the world.
70%
Increase in Client Partnerships
16%
Increase in Digital Govt Projects
A brand once associated with the older generations underwent, what
we like to call, a branding revival. MSC successfully shed its previously vapid "grandfather" image and transitioned seamlessly into a more
modern and youthful consultancy firm. In keeping up with the changing times, we helped MSC adapt its messaging to resonate with a younger demographic — a feat that is increasingly in demand in the ever-changing era of superbrands.
Over the years, as MSC embraced its
new identity, it saw a 16% rise in digital government-to-people projects and
a 70% surge in client partnerships.
