Lane4

A rebrand to deliver game changing business goals.

Challenge.

How do you create a brand that leads the way to transformational business change and growth?

Lane4 is a leading UK management consultancy. Their teams deliver people development that impacts beyond work; they take people and businesses beyond performance. Lane4 work with some of the worlds leading companies across both the public and private sectors.

Our brief was to rebrand Lane4 from the ground up including brand research, brand strategy, a new visual identity system, a brand communications toolkit, brand rollout and the design, build and support of their global website.

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Solution.

How we raised the bar for Lane4

Lane4 were born from sport, and understand how to maximise potential. But performance is about so much more than results. The founder, Adrian Moorhouse (Olympic Gold Medal winner), took the lessons he learnt in sport and brought them into how they work with clients.

Our organising idea was generated through an extensive phase of research and brand strategy into their business, their culture and their organisational attitude. Through this exercise we discovered a strong sprit and drive within the business that we identified as our organising idea, we called it ‘game changing’. This dynamic and ambitious idea lead us to craft their go to market brand promise of ‘beyond performance’.

A core part of the visual language is built around the graphic nature of the ‘4’ – it represents the ‘game changing’ moments in Lane4’s learning and development experience. This striking design language combined with a bold and single minded colour palette allowed us to create a brand look and feel that is true to their business and distinctive and ownable in their marketplace.

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Feedback.

“Dusted completely understood what we were trying to achieve and ‘got us’ as an organisation – which is no small feat! The end result is something far greater than we could have ever imagined, that solidifies our position in the market while helping us to communicate the Lane4 magic externally.”

Matt Kaye – Head of Marketing at Lane4

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