Design

CASE STUDY

Save the Children

Elevating innovation as a global strategic imperative

Challenge

Save the Children is one of the largest global NGOs dedicated to advancing children’s rights and well-being. Faced with a 34% year-on-year decline in traditional funding in 2024, with 20% of children globally living in areas affected by conflicts and 250 million children out of school, the organization recognized a pivotal moment to rethink growth.

This was especially challenging for Save the Children as the organization was unclear what innovation stood for and how to bring it to life in a clear, tangible, and ownable way across the organization.

Committed to delivering life-changing impact for children, Save the Children needed to:

  • Inspire funders to see innovation as a credible, investable path to greater impact 
  • Engage staff at all levels to lean in as active participants in the innovation journey 
  • Secure leadership sponsorship so that innovation is embedded as a strategic imperative 

Solution

Prophet partnered with Save the Children to develop a compelling innovation story—a “bridge” between its intrinsic innovation value and its investor story—to elevate innovation as a strategic imperative for the organization. 

The innovation story isn’t a marketing spin, but was intricately developed through deep listening, having a clear understanding of Save the Children’s tangible and intangible assets, creative storytelling, and practical activation. The output is a single, sharp narrative that connects these assets to a clear promise that resonated internally, inspired externally, and embedded innovation into the organization’s growth strategy.

We began with deep listening to uncover critical insights from leadership, country directors, employees, and experts. A key aspect of the process was identifying the critical assets that Save the Children has that create value – its legacy of innovation, deep local networks, vast global scale, and footprint. To simplify some of the complexities of innovation in a large, federated organization into a clear, powerful thesis that brought everyone onto the same page, centered on the critical, common goal of powering lasting impact at scale for children.

To enrich the innovation story, we crafted signature beneficiary stories that credibly demonstrated what innovation looks like when it transforms lives. From Vietnam to Rwanda, these transformation stories don’t stop at one family or one village—they scale to lift millions of women and children globally. These assets are now part of the funder’s pitch toolkit, serving as proof points with a clear call to invest in Save the Children’s impactful innovation initiatives. 

We went above and beyond in crafting the innovation story. We brought it to life with a visually impactful design concept that reflects creativity and innovation for children at the heart of the organization’s DNA. The compelling visual assets not only visually captivate employees’ and external funders’ attention, but also reinforce the core innovation message, inspiring hearts and minds.

Together with Save the Children’s Innovation team, we co-created activation tactics that would spark and sustain an innovation culture. These ideas informed a 90-day roadmap of high-potential engagement tactics, ensuring innovation becomes a lived experience across the organization. 

“Before this work, innovation meant different things to different people across our organization. We had pockets of brilliant work happening, but no shared language, no common story, and no clear way to connect it all back to our mission. Prophet helped us cut through that complexity.”

Maggie Korde
Chief Innovation Officer, Save the Children International

Impact

This major milestone marks the beginning of a coordinated effort to embed innovation across the organization. We continue to explore partnership opportunities together to catalyze greater impact and lasting change in the lives of children worldwide.

25k

Save the Children employees conveyed the global innovation strategy and story in Q4 2025 

Save the Children is poised to reach its goal of scaling 

3

innovation initiatives

$15M

of innovation funding to be raised by the end of 2026

CASE STUDY

Amova Asset Management

From Japan to the World: Creating a distinctive identity to unlock global ambition

Challenge

Born in Tokyo, Nikko Asset Management had built a trusted legacy over 65 years in Japan and beyond. As the business evolved—broadening its investor base, expanding its investment capabilities and deepening its global footprint—its engagement model also became more modern, language-agnostic and globally integrated.

But while the company’s Tokyo heritage remained a powerful part of its identity, its brand no longer fully reflected the business it had become or the future it was building toward. As Nikko Asset Management continued to grow globally, it saw an opportunity to create a new brand that could better express both its origins and its international ambition.

Solution

Prophet partnered with Nikko Asset Management to create a brand for its next chapter of growth. Through interviews, audits, and co-creation workshops, we clarified the company’s ambition and the role the brand could play in expressing it.
The result was Amova Asset Management, a new name shaped through a collaborative process involving 175 colleagues worldwide over more than a year.

Derived from “Asset Management”, “Move” and “Nova,” Amova expresses progress, renewal and continuous innovation.
 The new brand reflects the firm’s evolution as a global asset manager and its commitment to helping clients navigate a changing investment landscape with confidence.

We brought the brand to life through a visual identity that combines precision with warmth. An arrow-inspired motif conveys direction and momentum, while a distinctive purple palette and rounded forms express confidence and approachability. Under the tagline “Your Goals. Our Commitment.” and the message “Born in Tokyo. Shaped in Asia. Powered by Global Insight.”, the brand launched across film, digital, print, and out-of-home channels.

“Thanks to the Prophet team for the wonderful partnership and it has been an exhilarating journey for us as a firm. All the members from Prophet have been so dedicated and accommodative to our timeline, budget, and iterative discussions. The depth of expertise and insights are greatly respected and recognized by stakeholders in the firm.”

Joyce Koh
Joint Global Head of Marketing and Sustainability
Joint Head of Global Communications
Amova Asset Management

Clarity, Focus and Human Purpose

With a dynamic wordmark and a symbol that turns a stylized ‘a’ into an upward arrow, the identity signals progress and intent. The design system blends Asian sensibility with global sophistication. Amova partners with clients to navigate change toward lasting goals.

Built for Flexibility and Motion

The Amova identity flexes seamlessly across platforms, markets, and audiences. From the archer-inspired logo to the purple-dominant palette and a directional graphic language extended from the logo, every element reinforces focus, movement, and optimism.

Result

From strategy to creative activation, Prophet helped Amova build a unified brand system for growth. The brand launch united over 900 employees across ten markets, reinvigorated client perception, and signaled Amova’s readiness to lead a new era of progressive asset management. Amova’s new identity separates the firm from legacy associations, reinforces trust and establishes a strong foundation for future expansion.

Prophet continues to partner with Amova to further embed and amplify the brand, ensuring its long-term impact and global relevance.

EMEA
(Sep 2025 – Mar 2026)

4M+

Impressions and 592 new contacts generated for sales (100% above year-end objective)

New Zealand
(Sept – Nov 2026)

9M+

Impressions and 12,056 click-throughs (0.13% CTR against O.1% benchmark)

Singapore
(Feb – Apr 2026)

6M+

Impressions and 76.5k click-throughs (1.2% CTR against 0.6% benchmark)

Hong Kong
(Mar – Apr 2026)

20M+

Impressions and 461k click-throughs (2.22% CTR against 0.32% benchmark)

CASE STUDY

MB Bank

Customer-Centric Innovation: MB Bank’s Journey in Creating Personalized Experiences

Challenge

Since 2018, Prophet has partnered with MB Bank on its transformation into a digital-first, customer-centric global bank. Following a brand refresh, MB Bank has embarked on a series of growth initiatives across its brand, marketing, digital and retail experiences, helping it reach over 30 million customers and more than 300,000 corporate clients. Named Vietnam’s most valuable brand by Brand Finance, MB Bank’s digital banking experience now leads the market.   

Building on the success of its digital banking app since its launch in early 2020, MB Bank strived for greater differentiation across its private and mass retail segments. To help achieve their ambition, Prophet partnered with MB Bank to collaboratively develop two personalized digital experiences for these target segments. 

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation. 

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Solutions

To develop distinctively personalized experiences, our team first conducted extensive customer research to identify two key target segments:  

  1. MB Private: High net worth individuals who are more focused on wealth management and lifestyle needs
  2. MB Mass Retail: Mass customers who are largely digitally savvy Millennials and Gen Z with general banking needs  

We then mapped out the current customer journeys to uncover key pain points and opportunities across both physical and digital engagements. By analyzing the current customer experiences, we diagnosed loopholes and fragmented pieces within the existing user journeys that needed to be augmented.   

We explored industry trends and best practices from traditional banks and fintechs to pinpoint and define standout features tailored to each of MB Bank’s customer segments—such as wealth portfolio overviews, personalized spending insights, gold investing, and gamified loyalty programs. With these, we developed a clear UX-led information architecture (also known as the sitemap) and prioritized high-impact signature features. We then moved into an agile design process, rapidly iterating User Interface (UI) designs with continuous feedback from product owners to ensure a seamless, future-ready experience. 

Impact

+10M

Android app downloads as of 2025

32M

App users as of 2025

#2

Most downloaded app in Vietnam (2024)

Two Segments, Two Design Languages  

By combining strategic foresight with master-brand precision, we translated distinct customer needs into two UI design languages. For the private segment, we created a luxurious, confidence-driven interface featuring brass metallics, refined typographic-usage from the master brand, and purposeful negative space for accessibility—all embodying exclusivity and bespoke services. For the mass retail segment, we developed a vibrant, tech-forward system with fluid gradients inspired by the master brand palette.    

Strategy in Every Pixel  

This system uses bold sans-serif fonts and dynamic micro-interactions to enhance accessibility and loyalty engagement through educational and gamified features. Our strategic design process ensured that every UI component, from data visualization to navigation, aligns with each segment’s financial behaviors. As a result, we delivered two scalable design systems where strategic intent and brand authenticity live in every pixel. 

Best-in-Class Banking Experience for All

Prophet helped MB Bank launch two distinct digital app experiences—each designed to meet the unique needs of its Private and Mass Retail segments in design, features, and user experience.  

The MB Private app successfully launched in June 2023, giving the bank a first-mover advantage over competing banks for Vietnam’s private customers. The enhanced Mass Retail experience followed later that year, offering a refreshed, digital-first journey for a broader experience.  

The partnership continues as Prophet supports MB Bank in elevating its digital platforms to deliver best-in-class experiences for all MB Bank customers. 

CASE STUDY

MB Bank

Creating a Digital Banking Powerhouse

Background

MB Bank wanted to triple its customers. And as new competitors crowded into the Vietnamese banking market, the 25-year-old company knew it needed a clearer identity, a fresher look and the ability to engage increasingly digital customers. Its goal was to become one of the three largest banks in Vietnam, providing the best customer experience in the category.

Approach

Prophet wanted to help MB move from early-stage transformation, with investments in the pilot stage, to true digital integration.   

We developed a multi-year strategy and growth plan, which included identifying and segmenting target customers, developing growth moves, running user experience sprints, and supporting a new innovation lab.  

After identifying the three customer segments most likely to drive growth. We then dove deep into the needs of MB’s customers, developing a series of transformative growth moves to attract these new audiences. With a clarified value proposition, we:

  • Reimagined its digital banking app
  • Designed a simple, powerful and accessible referral program
  • Launched a first-in-market family banking offer

Impact

With Prophet’s support, MB has transformed into a modern bank. It’s become intentionally disruptive. Digital thinking is now native in its people, processes and technology in every business unit, helping it gain advantages over both conventional and fintech competitors. Its digital-first and customer-centric offers have helped it add over 30 million new customers, propelling the organization into a new era of growth. The updated app became the #2 most downloaded in Vietnam.

#1

Most Valuable Brand in Vietnam within two years of digital transformation

1 in 2

Adults use an MB account

32m

App users as of 2025

#2

Most downloaded app in Vietnam (2024)

“We are delighted to have a trusted strategic partner in Prophet, and they have played a crucial role in our very important transformation journey. We are very proud of our modern look and feel. We evolve towards becoming a digital-first bank, and it has been very well received in the market.” 

Mr. Thai
Chairman of the Board of Directors of MB Bank

BRAND TRANSFORMATION

Creating and Launching a New Brand to Tell MB’s Transformation Story

SEE OUR WORK

RETAIL BANKING

Redefining Retail Banking: MB Bank’s Journey to a Digital-First Future

SEE OUR WORK

CUSTOMER CENTRIC INNOVATION

Customer-Centric Innovation: MB Bank’s Journey in Creating Personalized Experiences

SEE OUR WORK

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CASE STUDY

MB Bank

Redefining Retail Banking: MB Bank’s Journey to a Digital-First Future

Challenge

In 2019, MB Bank initiated a multi-year transformation program to become a digital-first, customer-centric bank with an ambitious target for growth. With a rejuvenated brand platform, MB Bank set out to transform its retail banking experience. 

To achieve its ambition, MB Bank’s retail branches and auto-banking need to not only offer traditional banking services, but also integrate a digital, O2O customer experience to acquire new customers and enable digital banking. Prophet was appointed to create and implement a digital-first customer experience for MB Bank’s retail branch network. 

Solutions

We began with an in-depth audit of MB Bank’s existing retail banking experience. Combined with a competitive audit and best practice industry analogs globally, we identified opportunities to address customer pain points and innovate several “industry-first” as well as new experiences across their journey.

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation. 

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation.   

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Results

The new MB Bank app and the MB SmartBank were successfully launched in key pilot locations as one milestone of many towards achieving MB’s ambition of being a digital-first, customer-centric bank. 

Impact

+30m

New customers since launch (as of 2024)

#2

Most downloaded app in Vietnam (2024)

#1

Most Valuable Brand in Vietnam within 2 years of digital transformation

MB SmartBank, Reimagined

Designed for a new generation of young, digital-savvy users, the MB SmartBank is a multifunctional auto-banking lobby. Open 24/7, it empowers customers to easily manage everyday transactions through intuitive digital tools and immersive touchpoints.  

Signature Moves and Service Design

We translated MB Bank’s CX vision into signature moves across the customer journey, and developed detailed service blueprints to show the transformation of the end-to-end banking experience across the front and backstage. 

A New Standard for Retail Banking

Our creative team developed visual and spatial designs for the different branch types across MB Bank’s retail network, including the MB SmartBank. The designs showcased MB’s digital transformation efforts and established MB as the leader of -digital and customer-centric banking, the first-of-its kind in Vietnam.

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

Hotel Lumio

How Hotel Lumio became Hyatt’s hub for discovery in China

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

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. 

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