Prophet

CASE STUDY

Ampacity

Modernizing a clean energy brand to accelerate growth—and the industry 

Challenge

Ampacity, formerly RPCS, had established its reputation in the clean energy space as a value-added, end-to-end distributor of single-axis solar tracking systems for utilities and EPC developers looking to stand up solar farms. Though very successful in its niche, Ampacity’s growth was constrained by the size and structure of its core market. Between a recent change in ownership, newly expanded product and service offerings, and an ambitious vision for serving the broader energy transition, Ampacity was at an inflection point. 

Seeking to solidify its leadership position, capitalize on its newly expanded solution set, reach new market segments, and better enable its growth ambitions, the business turned to Prophet to create a stand-out brand positioning, new name, and visual and verbal expression that could build on their existing strengths while generating awareness and adoption of their full suite of capabilities. 

Solution

Prophet immersed in the landscape of Ampacity’s legacy offering of solar tracking systems as well as its new electrical solutions, conducting in-depth qualitative stakeholder interviews, auditing the current brand and its competitors and talking to the business’s industry partners and customers. Through this exploration, we surfaced insights into the changing needs of the utilities and developers who comprise their audiences, learning that these segments view Ampacity truly as a “unicorn” in the industry that routinely went above and beyond to meet any solar energy challenge, from design engineering and procurement, through kitting and installation—with precision and accuracy.  

This end-to-end expertise, combined with a can-do sense of partnership and commitment to managing every aspect of planning, kitting, shipping, warehousing, delivering and installing solar trackers and electrical products led us to zero in on the unique way Ampacity not just enables but propels its customers and partners. We crystallized this unique value proposition into a bold, energetic, and differentiating positioning as a clean energy accelerator. 

Through an iterative and rigorous process, Prophet also helped the brand land on a new name– Ampacity. A word that means the maximum amount of electrical current a conductor can safely carry, it signals the category while reflecting the company’s dynamism, can-do partnership, and future-forward sustainability.  

Prophet also developed an energetic, savvy brand voice and modular, flexible messaging to enable compelling and strategic storytelling across audiences and touchpoints. In parallel, Prophet delivered an entirely new visual system designed to break through the noise and sameness of the renewable energy space. Taking a boldly differentiated approach, we developed a new logo, a vibrant and unexpected color palette,  new typography, photography and iconography guidelines for execution.  

Finally, Prophet led the activation of the new brand, refreshing the website and creating new marketing and sales enablement assets that Ampacity rolled out in early 2025.  

Results

With a dynamic new brand, name and identity, along with vibrantly designed assets and sales enablement tools, Ampacity is now credibly positioned to lead the industry, attract new audiences and enable their business ambitions. Internally, the refreshed brand is generating new excitement and cohesion as its teams rally around the new strategy and expression. Externally, Ampacity’s new brand has been well-received by customers and partners, with senior leaders anticipating the rebrand will enable them to significantly increase in size and scale over the next two to three years. 

“We have grown a niche solar equipment business into a powerful distribution platform fueled by product expertise, partnership with customers, and a tireless commitment to doing right by construction crews in the field. Our whole team is fired up to add more momentum than ever to the energy transition under the Ampacity brand.”

Eben Russell
Founder and President, Ampacity

CASE STUDY

ESPN BET

Awareness, understanding, engagement: helping ESPN BET hit the advertising trifecta

Challenge

ESPN BET is a sportsbook app owned and operated by PENN Entertainment in partnership with ESPN. To break through the noise in a crowded sports betting space, they needed a campaign to lean hard into the app’s distinctive and competitive reasons to believe (RTBs). 

Solution

While advertising campaigns often struggle to reconcile the tension between brand prominence, product information and audience entertainment, we developed a creative concept designed to bring them together —utilizing a comedic situation to showcase ESPN BET’s key features, and make the product the undisputed star of the show. 

Each spot features two fans: one knows all about ESPN BET, while the other muses fondly about the advantages “if there was an ESPN sports betting app.” The in-the-know friend tries in vain to explain that, in fact, they do, and it’s great – going so far as to show their friend the app on their phone. Lost in thought, their unaware friend continues to describe a product that clearly already exists. 

A comedic reveal underscores the obliviousness : An ESPN BET blimp slowly passing by in one and a towering ESPN BET mural behind our characters in the other. 

The spots were conceived and shot in a way that further versioning could be created through new audio and graphics options—a modular approach that opened the door to accommodating different RTBs and features as the need arose.

Results

The campaign is live on national and regional TV as well as on ESPN.com. The ads complement the busy sport season of March Madness, NBA and NHL Playoffs, and PGA tournaments. 

“Prophet was a great, multidisciplinary partner who brought our campaign strategy and creative concept to life, from production through to launch. I appreciated how they engaged with the insights in our brief — approaching them thoughtfully and translating them into smart, creative work that delivered on the challenge.” 

Ahmed Elfeky
Vice President Brand Media

CASE STUDY

Hotel Lumio

A continuous journey of rediscovery 

Challenge

In 2022 Bravo Group and Hyatt Hotels, along with the district government signed an agreement to launch the first Hyatt Unbound Collection hotel in China’s Greater Bay Area – “晓庐” (Xiao Lu). Bravo Group aimed to establish the hotel as a luxury landmark in the region, offering unparalleled services and experiences.

Solutions

Prophet partnered with Bravo Group to develop a compelling hospitality brand. We started by identifying its target audience, brand concept, and guest experience.   

We conducted immersive research to gain a deeper understanding of the target demographic—affluent, young professionals—and their evolving preferences for luxury hospitality. Today’s travelers seek not just comfort but rejuvenation and inspiration from their hotel stays.   

The unique location and its rich history provided the perfect backdrop for a distinctive brand story. Historically a vital trade hub along the Pearl River, Pazhou is now a thriving center of innovation and sustainability in the Greater Bay Area.   

Drawing on these insights, we crafted the brand story: Just like the boats along the Pearl River, bringing newfound treasures from the East and West, guests will discover new experiences to inspire, recharge their body and soul and reconnect with people. This hotel empowers guests in their own journey of rediscovery. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

The Chinese name “晓庐” (Xiao Lu) created by the client evokes the poetic imagery of “illuminated retreat.” Taking the brand story as foundation, we developed the English name Lumio, symbolizing “light” and “illumination” while creating a strong phonetic link to the Chinese name. Furthermore, we developed four experience principles and an impactful visual identity to bring the brand to life.   

Our creative team seamlessly fused Pazhou’s rich cultural heritage with Hyatt’s global sophistication, crafting a visual identity that harmonizes Eastern and Western aesthetics. Lumio’s logo features fluid curves inspired by traditional brushstrokes, embodying a sense of artistry and movement. The carefully curated color palette—coral and navy for the hotel, and pine green, gold, and sandstone white for the properties—evokes the warmth of nature and the depth of history. To further bring the brand to life, we established a distinctive photography style that captures the modern, dynamic energy of this East-meets-West fusion. 

Results

As the first Hyatt Unbound Collection hotel in the Greater Bay Area, Hotel Lumio has entered the final stages of preparation for its grand opening. Located in Pazhou, a hub of innovation and technology, Lumio is poised to set new industry standards and lead the way forward, illuminating the path for the future of hospitality. 

Our creative concept

The root of the word Lumio refers to “light” and “illumination” and that moment of inspiration, creating a phonetic link with the Chinese name while evoking the imagery of dawn, energy and inspiration. It symbolizes the brand’s bespoke elegance and transformative spirit.

Distinctive visual expression 

Lumio’s visual identity blends rich colors, textures, and graphic elements to convey depth and sophistication. We created a bespoke logotype that has serif elements that suggest candlewicks and curves of a flame. These distinctive characteristics were brought in the letterforms across both Latin and Chinese alphabets. 

East meets West 

A circular light motif is used to create new and interesting juxtapositions of Eastern and Western elements. This visual contrast reflects the brand’s core principle of exploration and connection, symbolizing the brand’s invitation to “rediscover the world through a new lens.”  

CASE STUDY

Miiro Hotels

Creating Europe’s Most Talked-About Hotel Brand 

Challenge

As InterGlobe Enterprises, a leader in aviation and hospitality, ventured into a new chapter with an acquired portfolio of European properties, it sought to transform these holdings into exceptional destinations. Beyond goals of enhancing loyalty and revenue, the vision was to create a distinguished luxury lifestyle hotel brand. Entrusting Prophet with the task, InterGlobe asked us to define the brand strategy, visual expression, name and guest experience. 

Solutions

Starting with a detailed market review and quantitative research, we identified a unique niche for a hotel that seamlessly blended authentic luxury with a calming and mindful experience. This insight informed a distinct brand positioning centered on offering “Brilliantly Considered Stays.” 

We used Prophet’s extensive naming process and after evaluating more than 200 name possibilities, the team aligned on Miiro, originating from the Latin for “a sense of wonder.” Through creative exploration, we uncovered five distinct brand territories, testing two with potential guests to refine our direction. From this, we defined a set of design principles applied across various touchpoints. We also established a compelling tone of voice and provided a comprehensive writing guide to ensure consistency in communications. This brand strategy’s visual expression then shaped the design of the guest experience, from pre- to post-stay, accentuating signature moments that encapsulated the essence of the new brand. 

As a final – and important – step, leveraging Prophet’s Human Centered Transformation Model, we devised an effective strategy to introduce Miiro to InterGlobe colleagues, ensuring seamless integration and alignment with organizational goals

Results

Miiro launched its first properties in Paris, Barcelona and Gstaad in 2024, with London following this year. Buzz is building, and the debut has been heralded as one of the year’s most anticipated hotel brand launches. 

A Name for Self Reflection

Through an extensive naming process, we landed on the name Miiro. Originating from the Latin for ‘a sense of wonder’, it serves as a reminder for guests to pause, look around and savor every moment. The double vowel spelling reflects the idea of a mirror, speaking to the idea of mindful self-reflection, echoing the unique spirit of each Miiro location.

Sensory Discovery

The creative concept underpinning the new name and brand positioning — Brilliant Considered Stays — centers around the idea of ‘Sensory Discovery’, bringing guests closer to the soul of Miiro’s neighborhoods. Through a carefully curated and crafted visual system, the identity celebrates the human senses of sight, smell, sound, taste and touch. This sensory journey is embodied with a modern rendition of classic calligraphy, curated layouts and unfiltered personal photographic moments that capture genuinely local experiences.

“Our expectations of travel are filtered through the lens of social media, creating generic and uniform travel experiences, hindering meaningful connections with the places we visit and the people we meet. Miiro aims to change this with a more authentic representation of place.”

Clive Rohald
Executive Creative Director, Prophet

Considered. Curated. Crafted.

To ensure the Miiro brand and experience is represented consistently across all hotel locations, we developed three guiding design principles that influence every aspect of the guest experience. These principles ensure cohesive application of the brand, from the aesthetics and ambiance to the quality of customer service. By adhering to these principles, we maintain the high standards and distinctive character that defines the brand and deliver an exceptional experience across all Miiro hotel locations. 

Signature Guest Experiences

Drawing upon customer insights, we crafted bespoke guest experiences that significantly enriched travelers’ stays. This approach embodied the concept of ‘Brilliantly Considered Stays,’ effectively translating it into tangible and memorable moments for our guests. By creating a true sense of place for guests, we not only elevated the quality of their experiences but also fostered a deeper connection between the guests and their surroundings.

“The Miiro brand isn’t just a new logo and minimalist design décor, it’s an expression of who Miiro are as an organization and the commitment to delivering an experience for guests that provides a true sense of place, wherever they stay.“

Alex Whittaker
Partner, Prophet

CASE STUDY

Beazley

Modernizing a brand that’s redefining risk

Challenge

Beazley, a successful FTSE 100 B2B specialty insurer, has always seen risk as an opportunity to innovate. Its people, values and culture power its success, shaping its approach to creating services and solutions that deliver positive outcomes for its clients, partners and investors. With the business evolving and the ways in which it communicates with its audiences changing, Beazley sought to convey its smart thinking and new brand values through a refreshed identity and global campaign.  

Solutions

Prophet dove in. Our approach focused on modernizing Beazley’s brand expression, making it fit for today’s digital world while staying true to its original spirit. Illustration has always played a big part in Beazley’s toolkit, working with a renowned illustrator, our design team infused Beazley’s iconic pencil line with a new expressive fluidity, using motion to capture the adaptable thinking and seamlessness of Beazley’s solutions. Next, we intensified Beazley’s signature pink, supercharging it for all digital uses. And we re-energized the insurer’s verbal expression with spirited copy and playful typography.  

We then undertook Beazley’s largest project to date – a global brand campaign to launch the new look and feel: `Insurance. Just Different’, underscoring Beazley’s unique approach to insurance and its role as a pioneer in risk management.  

Tone of voice

The insurance industry isn’t known for its boundary-pushing tonality, but Beazley is changing that narrative. Prophet crafted a tone of voice that expresses their unique personality and is integral to their overall brand expression. This refined tone brings their perspective to life, highlighting their distinctive character and outlook.

“When we partnered Prophet with our own team, the magic started. We got creative and put our bold plans into action. It’s rewarding to see the brand making a genuine impact and engaging internal and external audiences alike.” 

Georgina Peters-Venzano
CMO, Beazley

Bringing it to life

To kick off the campaign with newsworthy impact, Beazley held a high-profile, experiential brand launch event in London featuring the first-ever private drone show over the River Thames, illuminating the City of London skyline with the new logo and brand illustrations. The event generated a video that has achieved over 2.5 million YouTube views and garnered significant media attention. Additionally, tube and rail stations in London’s financial district were transformed with bold ads on screens, floors and the travelator at Bank Station, achieving nearly 50 million in-person and digital impressions.  

“Beazley is the kind of client you dream of. Their palpable culture, direction and energy as a business are beautifully reflected in the spirit of their evolved identity. It’s a truly rewarding partnership.” 

Gregg Finlay
Executive Creative Director, Prophet

Impact

The campaign’s success extended globally, with marquee brand events in New York, Chicago, Atlanta, Singapore and Toronto. The new brand video Prophet created with Beazley garnered 1.8 million YouTube views, a remarkable feat for an insurance company that doesn’t sell directly to the public.  

Most importantly, the brand and associated efforts are redefining Beazley’s positioning as a leader in innovative risk solutions, as evidenced by its record-breaking financial performance. In 2024, the Insurindex Brand Power Index ranked Beazley as the top player in the market, up from third place in 2023, based on market share and brand perception. 

By re-energizing Beazley’s look and feel, capturing its dynamic spirit and employing compelling storytelling and unique brand activations, a new standard has been set for branding in insurance and financial services.  

#1

Ranking in Insurindex
2024 Brand Power Index

50M

campaign impressions

CASE STUDY

YWCA of Singapore

Engaging hearts and minds through a redefined brand strategy 

Challenge

Since its founding in 1875, the Young Women’s Christian Association (YWCA) of Singapore has been at the forefront of serving needs of women in the community. With a focus on education, safety, employment and other essential needs, YWCA Singapore has demonstrated unwavering dedication to its mission of serving and bringing women into a community of fellowship. Over the decades, however, as YWCA Singapore expanded its community programs to support marginalized groups beyond women, it faced a challenge: a growing portfolio of diverse offerings supporting different groups without a clear brand story that unifies its people and programs.   

Approaching its 150th anniversary in 2025, YWCA Singapore sought help from Prophet to redefine its brand positioning and story, with the objective to clarify its brand purpose that will resonate with its partners, donors, employees and volunteers and more importantly, appeal to the new generation of women in Singapore.    

Solutions

To uncover the essence of YWCA, we embarked on a deep dive into its rich history and present-day operations. By analyzing archival materials and conducting extensive interviews with YWCA leadership and staff, we gained a profound understanding of the organization’s evolution and aspirations. We identified key strengths, differentiators and perceived gaps of the brand to shape hypotheses for its brand positioning. We learned how the YWCA has consistently strived towards advancing and enriching the lives of women and their families, and how it was pivotal in shaping the role of women through Singapore’s history.  

Additionally, we conducted a high-level best-in-class nonprofit brand audit to learn how these brands communicate effectively with younger consumers today. We also explored the evolving landscape of women’s roles, values and challenges in Singapore, which lent valuable insights into YWCA’s target audience and the unique role YWCA should play in society.   

Through multiple engagements with YWCA’s board members and key staff, we crafted a compelling brand positioning that reflects YWCA’s unique heritage and what the brand wants to be in the future – bringing women together to serve one another with love, for the good of future generations.   

We then distilled the brand purpose into four distinct brand principles:   

  • Serving with Love  
  • Embracing Change  
  • Empowering Lives  
  • Strengthening Communities  

With a refined brand story, we translated the brand positioning into a playbook with actionable messaging guidelines and compelling signature stories that help bring the new brand positioning to life. As part of that, we showcased the transformative journeys of two mothers who benefited from YWCA’s programs. This example brought the YWCA brand story to life and served as a way to inspire and engage with both volunteers and donors. 

Results

Armed with a clearly defined and purposeful brand strategy, YWCA is now activating the brand internally to inspire and unite its volunteers and employees. The organization is also looking to activate the brand strategy externally across all its communications channels to drive stronger brand awareness and relevance with a broader audience.   

“We are incredibly privileged to work with leading consultancy, Prophet, on our upcoming 150th anniversary. The team’s deep insights, strategic thinking, and great facilitation helped us uncover hidden nuggets of our heritage as a first women’s charity in Singapore and guided us in providing a clearer voice to communicate our mission to the future generation. We are extremely grateful that despite this being a pro-bono impact project, the team put in 100% commitment and were so approachable, always just a call away. Thank you deeply for your dedication and gifting of your talents, Prophet. ”  

Ong Puay See
Executive Director

CASE STUDY

Save the Children

Sparking innovation across borders with Save the Children 

Challenge

Save the Children is the largest international NGO focused on child rights, seeking to accelerate progress for children. With more than 25,000 dedicated staff across more than 110 countries, the NGO responds rapidly to humanitarian emergencies, deliver innovative development programs and ensure children’s voices are heard through its advocacy and campaigning to build a better future for and with children.  

Save the Children is always looking for innovative ways to ensure children’s voices are heard and their rights upheld. The innovation team set an ambitious goal of sparking innovation amongst all their global teams.  

To ignite action and belief in innovation, Save the Children partnered with Prophet to develop impactful activation ideas and compelling signature stories to embed new ways of working within the organization. 

Solutions

We embarked on a pro-bono engagement from our Singapore and Shanghai offices to help Save the Children ignite action and belief in innovation.   

We first conducted desk research on best-in-class innovation initiatives in global organizations. Together, with the Save the Children team, we immersed ourselves in these inspirational analogs and co-created a series of impactful and cost-effective tactics that can engage global employees to embrace an innovation culture. Upon prioritization, we landed on three creative, yet cost-effective tactics to inspire and ritualize innovation:  

  • Innovation Safari: An immersive in-person or remote experience designed to spark curiosity and drive outside-in inspiration for new ways of working globally and locally.  
  • Kickstarter Toolkit: A gamified approach to spur innovation mindset and behaviors, while recognizing and rewarding successful behaviors.  
  • Failure Fridays: A ritualized platform to normalize failure as a learning opportunity, encouraging a risk-taking mindset across all levels.  

The second approach focused on developing signature stories that can share the same language of what innovation means for Save the Children, as well as equipping the teams with actual knowledge and tools to maximize the impact. Using existing innovation case studies, we transformed them into authentic and engaging stories that are tangible yet emotional to connect with employees at varying levels across the organization, inspiring them with real-world impact of their work. We also developed a signature story playbook to provide Save the Children with clear guidance on how they can use these signatures stories across internal and external communications channels, to help innovators unlock the power of storytelling to drive innovation across the organization.  

Results

Save the Children’s innovation team adopted the recommended activation tactics and is further advancing them to be implemented globally. They are also applying the signature story playbook so that these innovation signature stories can be impactful in driving innovation across different levels of the organization. 

“Working with the team was an absolute pleasure. They put in a lot of effort beforehand to ensure we got the most out of the day, and it paid off. Their creative solutions were perfectly aligned with our needs, and the entire session was not only fun but also incredibly productive. I loved the variety of ideas they introduced, and I was especially impressed by how quickly they turned those ideas into concrete, actionable results.”  

Armando Munoz
Executive Director

CASE STUDY

Vistra

Building a category of one in corporate solutions 

Challenge

EQT Private Capital Asia (formerly BPEA EQT), the Asian private equity arm of EQT, made significant investments to merge Vistra and Tricor, forming a powerhouse brand in the professional services industry. The newly combined organization was poised to become a top five player in corporate and fund solutions. And with its diversified business portfolio, the new Vistra brand boasts substantial scale, reach and global capabilities.  

Recognizing the need to stand out and redefine the standards for the industry, the newly integrated company faced a series of challenges. Retaining the Vistra name, it needed to reimagine the Vistra brand while integrating Tricor’s brand attributes. Vistra had defined a clear purpose and a brand promise of “Progress Without Friction,” but the full brand power behind it was missing. It needed a purpose-driven brand strategy, a complete visual system and a new culture to bring that purpose to life.  

Vistra embarked on a bold transformation journey to launch the newly integrated company, reimagining itself as a purpose-led brand. It wanted to set a new standard for the professional services sector, both internally and externally. The ambition? Propelling Vistra into a Category of One.  

Solutions

Our journey began with a comprehensive immersion into Vistra’s brand ecosystem. We analyzed strategic reports, brand strategy documents, and merger materials to gain a deep understanding of existing initiatives. Engaging with the steering committee and conducting in-depth interviews with employees and customers, we uncovered insights into the appeal of Vistra and Tricor, including customer loyalty trends and post-merger expectations. 

We quickly understood that while the Corporate and Fund solutions industry had changed significantly due to macroeconomic, technological and regulatory shifts, the key players hadn’t moved the industry forward. This stagnation presented Vistra with an unparalleled opportunity to redefine the brand and become a Category of One.  

Prophet worked closely with stakeholders throughout the extensive brand, visual and culture development process to make sure that it resonated with those who embody the brand and culture in their daily lives. After extensive research, we introduced Vistra’s new brand positioning “The Progressive Ally,” proclaiming the company as the global authority in enabling business growth. This positioning shaped new creative principles that guided Vistra’s verbal and visual identity and helped formulate core brand messages and tailored communications to meet the diverse needs of Vistra’s audiences.  

With Vistra’s expansion through mergers and acquisitions, it was crucial to align the sub-brands within the portfolio. Through competitor and industry analysis, we adopted a strategic, data-driven approach, creating a decision tree that gives management  flexibility to organize all sub-brands effectively. This will help build a relevant, credible and differentiated brand portfolio. 

To truly empower the organization to live its vision, Vistra’s leadership team understood the importance of transforming its culture. Working closely with the Vistra team, we set out to define a new culture and values focusing on leadership ambitions and employee voices. We conducted “Big Conversation” sessions with Vistra employees worldwide to get their input on the company’s new purpose, values and behaviors, as part of the co-creation process. These were then developed into a brand-culture narrative: Our Story.  

A complete visual system including a brand book was developed in parallel to  get employees and customers excited about the new brand and to signal change.  

With Vistra’s expansion through mergers and acquisitions, it was crucial to align the sub-brands within the portfolio. Through competitor and industry analysis, we adopted a strategic, data-driven approach, creating a decision tree that gives management flexibility to organize all sub-brands effectively. This will help build a relevant, credible and differentiated brand portfolio. 

To truly empower the organization to live its vision, Vistra’s leadership team understood the importance of transforming its culture. Working closely with the Vistra team, we set out to define a new culture and values focusing on leadership ambitions and employee voices. We conducted “Big Conversation” sessions with Vistra employees worldwide to get their input on the company’s new purpose, values and behaviors, as part of the co-creation process. These were then developed into a brand-culture narrative: Our Story.  

A complete visual system including a brand book was developed in parallel to get employees and customers excited about the new brand and to signal change.  

Results

Vistra officially launched its new brand identity and ambition in March 2024 with an exceptionally positive response. Employees said they felt excited, proud and energized. 

The Vistra team has spoken highly of Prophet as a creative, thoughtful, and pragmatic partner in the time-critical brand development process. As a strategic partner, Prophet continuously supports Vistra in successfully launching and implementing the new brand. 

“Prophet has been an indispensable partner as we reimagine our business from the inside out, recognizing that our culture and values underpin the experience we offer. This provides an important opportunity to differentiate our customer experience and proposition and ultimately further establish ourselves as a trusted partner and employer of choice.” 

Melanie Fitzpatrick
Chief Purpose and People Officer, Vistra 

Crafting a bold new vision

In line with the brand strategy and creative principles, the reimagined Vistra brand is visually bold, confident, direct and purposefully simple. The logotype is distinctive and precise, with a leading edge on the V and rounded angles for resilience. Its simplicity optimizes dynamic use across print, digital communication and new media. 

Every element in the visual system contributes to the reimagined Vistra brand, ensuring it appears boldly and vibrantly. All visual expressions, from graphics to motion, are inspired by the concept of “progress.” 

Adding symmetry and balance

We crafted the symmetrical and balanced V and A as supergraphics within the system, signifying the symbolic meaning of “vision” and “strategy.” In its kinetic form, it showcases the idea of driving positive momentum for its clients, making seamless progress alongside and opening countless possibilities from within. 

Enriching the digital experience

We developed a complete visual system, including a full brand book and supported the web design development process, to build excitement about the new brand and to signal change. We translated the brand’s creative principles into UI design recommendations such as visual hierarchy, readability, engagement and simplicity. We packed these principles into use files and UI components, equipping the Vistra team with the necessary resources to begin the website development.  

CASE STUDY

Invesco

Transforming a global financial brand into the industry’s most client-centric thought leader   

Challenge

The financial services industry often struggles with differentiation, where many brands blend into a ‘sea of sameness.’ Invesco, a global leader in investment management, has long been recognized for delivering unique investment experiences that help clients achieve more in life. However, in a rapidly evolving landscape, staying attuned to client behavior and appealing to a new generation of clients is critical. With a fresh global vision to become the most client-centric firm in the industry, Invesco turned to Prophet to evolve its brand – ensuring it stood out, fulfilled its promise to create greater possibilities for clients and attracted top talent.   

Solutions

To transform Invesco’s brand, we began by challenging them to think differently. What if it looked and sounded less like a typical financial services company and more like a publisher? This editorial mindset became the core of the brand’s new direction.   

We refreshed existing brand assets to leverage their equity while introducing new ones that were enhanced with illustrations and CGI, alongside photography, to visually bring this editorial direction to life. To accompany the visuals, we crafted a new tone of voice, defining Invesco as ‘The Intelligent Conversationalist’ – a persona designed to build relationships with audiences and reinforce their thought leadership.   

A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.   

Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.  

A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.   

Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.   

Results

Invesco successfully launched its new brand, distinguished by a fresh look and feel that set it apart from competitors while delivering on its promise to clients. Employees are now equipped to clearly articulate Invesco’s unique value proposition, unified under the ‘One Invesco’ voice, driving greater consistency across the globe and within each region.

Think Editorial

During our immersion process, it became clear that Invesco’s strength lies in its diverse perspectives. Building on this insight, we established the foundational design principle, ‘Think Editorial.’ This approach encourages Invesco to act like a publisher, infusing editorial flair into both their visual identity and tone of voice. By offering such value to clients, sharing information from useful sources and being a respected voice online, Invesco can position itself as the most client-centric firm in the financial services industry.   

Fine-Tuning our Words

To enhance the editorial impact, we paired the expressive serif of Invesco Editor with the versatile sans-serif Graphik. This combination allows the brand to seamlessly deliver its tone of voice across various needs – from marketing communications to legal disclaimers – ensuring that every word resonates with clarity and purpose.    

“It was essential that Invesco flex its visual system to engage audiences at different stakeholder levels. To achieve this, we used imagery, illustration and 3D visuals with an intelligent, thought-provoking twist to communicate a wide variety of messages across the business.”

Shammi Umeria
Associate Creative Director, Prophet

Bringing it all together

We crafted a wide array of assets, including illustrations and CGI, to enable fresh, dynamic communications while avoiding over-reliance on any one asset or image style. A flexible framework was essential to effectively utilizing these assets. Collaborating closely with the internal brand team, we developed an online brand hub, complete with guidance and training modules, empowering teams to embrace and celebrate the brand with a unified visual and verbal approach.   

Clearer analysis  

Data is Invesco’s lifeblood and their expertise lies in making it meaningful for clients and partners. To support its goal of becoming the most client-centric organization in the industry, we created distinctive and clear data visualizations. By carefully curating color selections and sequences, we ensured that insights are always presented with simplicity and clarity.   

Everything in its right place  

Visual assets are not enough on their own. How they’re arranged is just as important as the assets themselves. We designed an underlying grid system that enables Invesco to consistently present information across all communications, ensuring everything is in its right place and delivering a cohesive brand experience .

“We’re moving away from a legacy of multiple identity variations, to create one clear, global brand. Where the brand needed to ‘Act Local’ the assets adapted to cultural nuances, localizing communications and staying connected to Invesco’s clients.”

Gregg Finlay
Executive Creative Director & Partner, Prophet   

CASE STUDY

Morphy Richards

Reimagining the iconic home appliances brand to delight global audiences

Challenge

Morphy Richards, founded in the U.K. in 1936, is a leading home appliance brand with a long heritage. Despite the popularity, perceptions of the brand – particularly its British heritage – have grown less favorable. In some markets, consumers have begun to see the brand as unimaginative and outdated. 

The new owner acquired the company in 2023 and tasked Prophet with reimagining Morphy Richards’ brand identity, unlocking growth opportunities in international markets. Morphy Richards needed to be reimagined as a truly global brand, with a plan for product development over the next three to five years. 

Solutions

To achieve maximum growth, we believe that a company’s brand strategy should always go hand-in-hand with its business strategy. So, we started by learning all we could about Morphy Richards’ vision. We conducted in-depth interviews with senior management and distributing partners in different markets, reaching a precise alignment: Morphy Richards strives to become a leader in small home appliances in multiple categories. As a premium brand, it is innovative and has a distinctive style. Morphy Richards is committed to connecting closely with consumers, providing products that fill their daily lives with delightful surprises. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

In line with this vision, we mobilized global resources to launch qualitative research in four countries, gaining deep insights into consumer lifestyles, attitudes, category consumption habits and brand preferences. Through a systematic and comprehensive analysis, we identified the target audience, focusing on middle and upper-middle-class families seeking to balance family, career and personal life. These consumers want home appliances that express their individual styles and embrace technology. 

During this immersion process, we also realized that the Morphy Richards brand faced complex challenges from consumers and distributors. That required looking at the brand through two distinct lenses. Consumers in different global markets have varying perceptions of the Morphy Richards brand and distributors have different understandings and expectations. 

Prophet developed a multi-lens model to derive potential positioning territories. We landed on a positioning centered around “innovation” and “smart life.” 

In line with this vision, we mobilized global resources to launch qualitative research in four countries, gaining deep insights into consumer lifestyles, attitudes, category consumption habits and brand preferences. Through a systematic and comprehensive analysis, we identified the target audience, focusing on middle and upper-middle-class families seeking to balance family, career and personal life. These consumers want home appliances that express their individual styles and embrace technology. 

During this immersion process, we also realized that the Morphy Richards brand faced complex challenges from consumers and distributors. That required looking at the brand through two distinct lenses. Consumers in different global markets have varying perceptions of the Morphy Richards brand and distributors have different understandings and expectations. 

Prophet developed a multi-lens model to derive potential positioning territories. We landed on a positioning centered around “innovation” and “smart life.” 

Multi-Lens Positioning Model

After we helped Morphy Richards answer the critical “who are we?” question, we helped it articulate the values and promises it brings to consumers. We also showed how those elements deliver against the brand’s positioning. These comprehensive frameworks laid a solid foundation for Morphy Richards’ future brand building. The refreshed brand positioning also provided clear direction for product upgrades and innovation.  

We recommended updating the brand tagline from “Smart Ideas for Your Home” to “Smart Ideas for Your Life” to reinforce the brand positioning and underline Morphy Richards’ extended value proposition. The product team at Morphy Richards has begun to incorporate the refreshed brand positioning into the product design and planning process. The concept of “integrated innovation” has become the center of gravity of new product development. 

Based on the new brand positioning, we developed a visual identity system. We retained the brand’s classic red elements while transforming traces of its British look into a dynamic and stylish visual system. It is modern, yet also true to the Morphy Richards legacy. We developed a detailed brand book, providing clear definitions and guidelines for applying different elements of the visual identity system, including the logo, graphics, colors, packaging, fonts and photography. 

Results

Morphy Richards officially launched its new brand identity in April 2024. The refreshed brand has injected new energy into the Morphy Richards organization and helped its brand team clarify the goals and mission for brand building and product development, driving uncommon growth in its new chapter. 

To support the brand positioning upgrade, Morphy Richards will continue to launch innovative products in international markets, striving to elevate people’s quality of life by bringing smart ideas to their homes. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

“Our team holds great respect for the new brand positioning of Morphy Richards, which represents both our past legacy and future ambitions. It has become a benchmark for our work. Despite the challenges, this process has helped us align multiple departments.

Before every product idea, we now ask ourselves: Does it convey ‘smart life’? Is it innovative? And does it create an improved user experience? We are excited about this positive, purposeful change. We believe it will endure through longer growth cycles, enabling Morphy Richards to enter thousands of new households and become genuinely known and loved.”

Ray Zheng
CEO

Embracing “Morphy Richards Red”

Morphy Richards has been using two visual identity systems in different global markets. The visual system with the “Morphy Richards Red” as the primary color has been used longer and on a broader scale, especially in China. We recommended Morphy Richards retain this classic red in the refreshed visual identity to reserve and consolidate its brand assets. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

Creating an Ownable Supergraphic System

We developed a modular grid system incorporating the arc elements from Morphy Richards’ “M” and “R” to design a flexible, simple, and easy-to-use supergraphic system. 

Interpreting the Unique DNA of British Design

As a brand that originated in the U.K., elements of Morphy Richards heritage are essential in the new brand positioning. Prophet’s design teams in Hong Kong and London immersed themselves in debates about what makes British design truly distinctive, ultimately settling on four characteristics of the British DNA that would strengthen the brand in its reinvention. These characteristics are fundamental elements and design logic to create the “most Morphy Richards” visual system. 

CASE STUDY

Showmax

Helping a streaming partnership re-launch their platform across Africa

Challenge

Showmax, a joint venture between South African broadcaster MultiChoice Group, Comcast and NBCUniversal, aimed to relaunch its streaming service across multiple African markets. To succeed, Showmax needed a comprehensive strategy that addressed Africa’s unique market dynamics, including its burgeoning youth population and strong demand for local content. The partnership needed to expand regional and international programming and sports like the English Premier League, while offering affordable, mobile-friendly plans that leveraged advanced streaming technology. 

Solutions

Our goal was to support Showmax’s leadership in organizing the launch program and managing relationships with many partners. This involved delivering market-backed insights and identifying risks to inform the optimal timing and strategy for launching in each key territory.   

We began with extensive research, focusing on content preferences, product features, payment journey and marketing factors. Collaborating with local stakeholders, we conducted data analysis and identified strategic priorities and presented these findings to C-suite decision-makers and regional leaders.  

By combining quantitative data on viewing habits with qualitative insights from local market intelligence, we provided a holistic, market-by-market view of the key success factors. This framework helped the launch teams set clear priorities, define clear targets and develop actionable strategies.   

In addition to establishing launch-team rituals and managing the end-to-end roadmap for the February marketing debut, Prophet created a robust assessment framework for ongoing market analysis and adaption.   

Results

Prophet has delivered this approach in four major African markets – South Africa, Nigeria, Kenya and Tanzania – with a view to continuing this go-to-market expansion work across the rest of the continent.  

By the end of the launch quarter, Showmax achieved significant milestones, relaunching across 44 markets in sub-Saharan Africa. Showmax migrated almost 100% of the eligible customer base to the new Showmax platform, and 88% of those migrated had reactivated their accounts in the seven weeks to year-end. Showmax enjoyed record growth in the month of March 2024.

The launch also introduced a range of successful payment types and bundles tailored to different user groups in South Africa, Kenya and Nigeria.   

This strategic entry enhanced Showmax’s market visibility and effectively positioned it against competitors like Netflix and Disney.  

“Prophet and Showmax share a common belief in the critical role of audience-centricity. This meant we had the insights we needed to build a holistic launch strategy focused on innovative content development, relevant bundles and user-friendly payment. These frameworks will help us further differentiate our approach to winning audiences and powering our growth in each of our African markets .”

Nazeer Wadee
Chief Financial Officer

CASE STUDY

Hapag-Lloyd Cruises

Refreshing a brand experience to be more relevant for the next generation

Challenge

Hapag-Lloyd Cruises (HLC) is a leading luxury cruise company, renowned for its fleet of five cruise ships, including the 23-year-old EUROPA. According to the Berlitz Cruise Guide, EUROPA has been the best cruise ship in the world since its launch, embodying the classic luxury favored by the traditional social elite. This includes festive etiquette, evening wear, fellowship among peers at fixed group tables and impressive furnishings. 

However, HLC recognized that the luxury market and the preferences of guests and potential new customers are evolving. To maintain the high standards of EUROPA and modernize its appeal, HLC partnered with Prophet for a comprehensive development of its brand, experience and marketing. The goal was to preserve the ship’s soul, hospitality and personalized service while adapting to contemporary luxury trends. 

Solutions

The project began with 360-degree market research, including surveying employees and existing and prospective customers. The team identified tourism and lifestyle trends and analyzed the competition. 

Based on the research findings, a current understanding of the target group and strategic growth options were defined, developed, evaluated and prioritized. This data-driven approach led to a clear reorientation, with the management and team defining “Cool Conservatism” as the new guiding principle for EUROPA. 

Next, the product and marketing strategy was developed. The EUROPA REFRESH program was introduced to address the needs and desires of modern cruise passengers, focusing on fitness, health and relaxation. The emphasis was on promoting a mindful lifestyle and holistic well-being. 

Marketing efforts were also revamped. The new imagery and tone communicated EUROPA’s “Cool Conservatism” concept across all relevant touchpoints to both existing and new customers. 

Finally, the new product concept was implemented throughout the organization via a comprehensive change management process. 

Results

The comprehensive realignment allowed EUROPA to stay competitive in the luxury segment. The ship now presents itself in a more modern and casual manner, consistently embodying the new target image. The organization can rely on the in-depth target group knowledge developed during the project, ensuring a customer and needs-oriented approach. 

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