Acquired by Interserve in its purchase of the Initial Group, this was an exciting chance to breathe new life into the catering brand, Autograph.
Under its previous owners, Autograph had been starved of investment and lacked focus and differentiation. Our brief was to right those wrongs.
Emerging from workshops with the senior management team, we distilled the essence of a compelling new brand offer. Taking a lead from the distinctive but under-exploited name, we identified three core elements that the brand could influence – People, Place and Plate – combining these in unique ways for each customer to create a ‘signature solution’ – a personally autographed catering response to each workplace environment.
It was critical that we took the team along with us on the journey, from management to chefs and baristas. Something we achieved with a lovely brand menufesto and complemented by a website and support collateral, which brought the brand’s identified ‘fervour for food’ vividly to life.