Schifino Lee Redefines The Powers Company from Consultants to “Unsultants”
Schifino Lee Advertising + Branding partnered with The Powers Company (www.thepowerscompany.com) to shake up the management consulting industry with unconventional branding and messaging focused on the company’s unique new positioning as “unsultants”. The company’s website, www.thepowerscompany.com, reflects this unexpected, customer-centric philosophy.
During the discovery phase of the rebranding process, Schifino Lee realized The Powers Company was truly different in their approach to doing business. In addition, the target audience of C-level executives had a jaded perception of the consulting industry in general. Schifino Lee created the “unsultants” positioning to overcome this unfavorable stereotype as well as capitalize on their authentic uniqueness. The clients immediately locked into it the campaign’s new terminology.
“At The Powers Company, we don’t see ourselves as consultants. We’re collaborators who partner with your team and leverage the Power of UN to unleash your organization’s true potential,” said Randall Powers, President and Managing Partner. “It’s an uncommon approach you won’t find anywhere else, except from our unsultants.”
In addition to new branding, Schifino Lee developed a web video series, email campaign, social media elements, and various collateral pieces that bring the “unsultants” philosophy to life. “We created a visual language for this campaign that’s as unique, professional, approachable, and unstuffy as the unsultants themselves,” explains Schifino Lee Associate Creative Director, Kevin Byrd. “No matter what medium we’re playing in, it instantly stands out in the category as The Powers Company.”
The “unsultants” campaign, produced by Schifino Lee, was recently awarded a local Gold ADDY in the Integrated/Regional B-to-B category of the 2015 American Advertising Awards.
About Schifino Lee:
Schifino Lee is a national branding agency with a proven track record for building brands through integrated communications in digital, traditional, experiential and social media. Schifino Lee clients include Westshore Pizza, WellCare Health Plans, Tampa’s Lowry Park Zoo, Gerdau, M.E. Wilson, Vigo Importing/Alessi, and The Bank of Tampa. Information is available at www.schifinolee.com.