WPP, one of the world’s leading creative transformation companies, was setting up a global specialist traveller agency, to tackle the growing target market segment of travellers. Conceptualised to help brands navigate the complexities of communications for the global travellers, it also aimed to help bring value to travellers and their experiences en route.
Understanding the root of the word “geosophy” was an important starting point: wisdom of the earth. This together with the mission of being a global network connecting brands with traveller audiences laid the foundation stone for the Geosophy brand.
Geosophy was coming in to help brands navigate the increasingly complex landscape of consumers and a connected world, giving rise to the thought using a navigation instrument as the base concept for the image. The heritage and history of the WPP brand brought us in the direction of a compass, one of the most basic and fundamental yet useful too when it comes to navigation.
The core image of the compass has been moved from its typical upright orientation to signify the change in perspective Geosophy has taken off, breaking out of the advertising and communications conventions, putting an emphasis on the entire journey. It also symbolises the unique lenses the team possesses to better help their clients bring value to consumers, benefiting the stakeholders involved.
Geosophy was developed as a brand with a strong heritage backing it but as one which was forward-looking, modern and not tied down by its legacy. The corporate identity had to display a certain amount of visual weight to give it an air of gravitas while still portraying the currency and relevance of the team behind it, pushing it to greater heights.
As the brand would be launched globally, there was a need to consider the connotations of the name “Geosophy” across the globe and with that the corporate image. It had to be speak uniquely of Geosophy and simple enough to be understood and translated country to country.