When Marleen Denef decided to join fellow lawyers Xanne Holvoet, Coralie Mattelaer, Bram Van Baelen and Benoit Spitaels and set up a new practice, she turned to choco. Not to summon us, we hasten to say, but to ask for our assistance, so that by joining forces, we could focus on their mission, come up with a new name and introduce a more contemporary overall appeal.
During the initial phase, choco, Marleen and her next generation team focused on the core aspirations of the new mission: during a DNA workshop, we determined the purpose, dream and relationship values that would be adopted by the new practice. This DNA led to a brand passport that covered the new organisation’s USPs, positioning and brand personality.
Next, choco organised a name workshop: with the brand passport in hand, we then looked for inspiration and input together, in order to come up with the perfect name. In the end, we decided upon Impact Advocaten, a name that reflects the role the new practice wants to adopt: a constructive service provider who aims to improve the operations of social enterprises or projects with a positive impact.
Then it was time to translate this positioning into a logo and corporate identity. Eventually a stylised hummingbird was chosen as the logo. According to a metaphor Marleen had heard at a round table conference for social innovators, the hummingbird was the only animal that still tried to extinguish a burning rainforest, while all the other animals were fleeing. An impossible task indeed, but when the animals asked the hummingbird why he did it, he replied: ‘I may be too small to extinguish a fire, but at least I will have taken up my responsibility.’ A brilliant illustration of the social challenges that impact entrepreneurs are prepared to take on, perfectly reflected in a stylised logo.
Choco also designed the look and feel and wireframes for the new Impact Advocaten website, which can be accessed here.