Despite being a market leader in the provision of forensic science services to the police and criminal justice sector, LGC Forensics had no strong identity of its own having utilised the corporate identity guidelines of its parent company, LGC Group, for communication purposes. This lack of awareness was confirmed during a number of focus groups and online surveys conducted by Orchard on behalf of LGC Forensics which showed that parent company’s brand identity was neither relevant to the subsidiary’s customer base, nor differentiated LGC Forensics from its competitors.
From a series of brand concept boards discussed in senior management workshops, the idea of placing numbers at the heart of a new brand identity for LGC Forensics was approved. The concept reflected police practice of using numbered markers at scene-of-crime investigations and highlighted the vital role accurate results play in bringing justice to bear. When an extensive research programme confirmed that the company’s target market approved of the idea, numbers became the name of the game.