PRS IN VIVO are a world leading, global, shopper and product experience research consultancy rooted in behavioural science. They are a renowned business that help FMCG companies to understand, predict and influence consumer choice, and ultimately drive brand growth.
We were tasked with creating a new value set, DNA and distinctive brand identity that was provocative and challenged the category norm whilst protecting decades of heritage in understanding human behaviour.
Our idea was to bring to life what PRS IN VIVO do best, namely to see through the noise of data and ultimately deliver clarity. In a dizzying blur of data overload & complexity there is a real need to predict how consumers will behave.
PRS IN VIVO's new brand embodies these qualities. It dynamically forms a focusing lens that gives clarity to a cluster of dots, representing the company's ability to see through complexity and provide clear direction in a world of messy data. The vibrant colour palette and style guide encapsulate the diversity of people and the company's rich behavioural knowledge, while two new typefaces balance humanity and elegance with future-facing innovation and precision.
The resulting design execution brings to life the foundational idea of "See Through". The brand mark being represented as a view-point, looking through the noise to bring absolute focus and clarity. And it’s this viewpoint on consumers and behaviour that ultimately delivers the human advantage to their clients.
We homed in on the company's pioneering roots as a springboard for challenging the cold and corporate look and feel of branding in the industry. There are very few, if any, companies in research today that look and act like a modern brand, so we pushed PRS IN VIVO to be bold and go further.