Monument Consulting Branding

Richmond, Virginia based Monument Consulting is the sister company of Insight Global. In 2001, they had parted independently from IG to create a new managed services and consulting initiative.  This service was a fantastic complement to Insight Global’s staffing firm to care for and maintain the client relationships.  Growth was steady and consistent however, they were at a phase where they wante to be able to stand on their own and seek business for themselves.  

In 2020, Insight Global went through a complete rebrand. It was bright and alluring.  A modern facelift with new messaging.  Monument watched from afar, and secretly knew they wanted an upgrade as well.  While my team and I were in the midst of rebranding for IG, on the verge of launch - an email from Monument VP arrived in my inbox asking for a simple logo. 

Intrigued, I responded with a request to have a quick phone call, which turned into a full company rebranding efforts.  Their marketing material, logo, identity had not changed in almost 20 years, which was hindering them on marketing efforts - not having the time or confidence to get the ball rolling.  After the 2020 lock-down, they had no choice and a perfect opportunity arose to move forward.  The catch, we had to have Insight Global’s approval on all things. 

Having the blessing of IG’s executives, we began the focus group workshops with Monument leadership to understand their company and their goals for this initiative. Because of the sense of urgency we had, we kept the group small and broke it down in leadership heiarchy in order to have a well rounded overview of the company.  The first group was executive leadership.  Second, middle management.  Thirdly, accountants, producers, and even the front desk reception.

Overwhelmingly, the resounding answer...

“We need to look relevant. We know our business and we’re very good at what we do. We need to relate that we are not your dad’s company.” 

Our team began work and created workshops reviewing their audience, their customers, their regions, their immediate and long-term goals.  We pulled together our outline and presented it to both Monument and Insight Global for approval and kept pushing forward. 

Finally, we presented our recommendation to refresh their brand identity, which would ecompass their website, marketing material in both print and digital, a social media campaigns.  As a sister company to Insight Global, our strategy was also to ensure that they maintained a relation to the IG brand, but could stand distinct in their own right.