Acquire Procurement Services was founded in 2014 to challenge businesses to think differently about their supply agreements. They aim to provide goal-oriented solutions to businesses’ supply and contract problems by procuring overall business outcomes. Rather than just focusing on the cost or contract itself, they look at the overall problem and ask questions like why is the particular service needed? Is this a new problem? What has changed?
The challenge was multifaceted. Acquire Procurement Services is not your standard procurement agency, they are not content with simply providing the expected daily procurement services, when sometimes the problem can be solved a lot more efficiently by examining the core of the business’ processes and approaches. A lot of the clients aren’t always aware of their problem. Acquire also often faces barriers to entry from internal procurement teams, because of the perception that ‘things should just be done the way they have been done before‘. Our challenge was to provide a clear platorm and messaging for the Acquire brand, to clealry communicate why the change in procurement is required.
We created an overarching brand idea of ‘Redefining procurement by thinking outside of the box‘, from which all subsequent creative was generated and validated against. We’ve also created a positioning statement that distills Acquire’s ethos.
“Through innovation and technology, we are changing the way procurement is implemented, allowing us to find creative solutions for business partners. We will challenge you to look past the obvious solutions, so that a step change solution can be delivered. This renewed approach we provide, will give you deeper confidence and control over your contracts and suppliers.”
To further communicate how Acquire Procurement Services is challenging the expected, and to communicate how simple it is to work with the business, we droped the ‘Procurement Services’ descriptor. At times when it is necessary to clearly communicate what service Acquire provides, we also created a supporting tagline of ‘Redefining procurement’.
A new colour scheme has been devised to represent a new vision and new tone for Acquire. The primary ‘petrol’ dark blue provides a solid base from which action can take place, and the rebellious fiery orange represents the different approach that Acquire brings. Both primary colours help to reinforce the powerful thinking, passion and strength of voice that Acquire has.
The new logo mark and supporting graphics link back to the overarching idea of ‘thinking outside of the box’ and challenging the ‘obvious solutions’ to create more creative ones. The brand identity literally ‘unboxes’ the hidden solutions visually.
The new brand gives the business a new strength of voice to be able to challenge convention and be upfront with clients about their methods and vision. As a result of reviewing the brand’s positioning and brand image, we were also able to provide strategic recommendations and naming for the service offerings for Acquire.