The Behaviour Business

The behaviour change space has offerings at either end of a large scale from creative agencies to former government-owned data organisations – neither of which deliver a fully effective service to clients .

As a new consultancy, The Behaviour Business were looking at narrowing the gap between what organisations need to happen, and what is happening now. A key challenge was to capture the strength of the psychology and data science underpinning their approach, but also the creativity needed to drive change in behaviour.

With the pace of market change, and new competitors entering the space, there was a need to create a brand that would stand out and deliver over time.

In addition, the client was keen for a graphic device that would enable them to tell the story. With such a simple, straight-talking name, they wanted a brand which was playful yet credible.

After a number of discussions, we devised ideas based around the traditional phrase ‘a leopard can’t change its spots’; helping to immediately bring to life the power of behavioural insights to do just that. The brand colours were chosen to reflect the playful credibility and the business owner’s passion and energy for the subject.

The execution is vibrant and uses every-day objects to tie into the idea that human bias and behaviour is also every-day. The result is a striking, memorable brand that blends together an intelligent science approach with creative change.

It’s juxtaposition amongst traditional consultancies in this space is deliberate, enabling strong typography to get across complex messages, avoiding the corporate and dull.

“I know I set a difficult challenge, as I knew what I didn’t want, but not exactly what I did. David helped me through the journey, careful to guide me away from personal preferences and instead to the needs of the audience. Although that’s what I practice daily to clients – like all human behaviour – when the focus is on you, then you don’t always see that bias! The behaviour change space is an odd one, bridging creative agencies ‘dabbling’ in nudge theory and leading social enterprise and previously-Government owned organisations delivering complex, data-based research. I wanted to ensure the brand delivered on creativity but remained credible given the need to appeal to public sector bodies and large private sector clients. David has achieved that, giving me a brand I can dial up or down to match the seriousness of some complex jobs and change areas, but also reflecting the joy of human behaviour and achieving real outcomes.”

Michelle Hallmark – Behavioural Scientist & Founder