”I have worked with Michael for the last two years on adapting the PCG brand. In addition to the creative strengths you can always expect sage and thoughtful advice and on-time delivery. I enjoy having Michael's support and would not hesitate to recommend him.”
Iain McIlwee FIMMM
(Now CEO at British Woodworking Federation)
One of PCG's problems was that to all intents and purposes it communicated – and looked like – its nemesis (HMRC), with whom it had constantly locked horns in a bid to negotitate fairer and more amenable tax conditions for the 4 million+ self-employed professionals in the UK.
The dilemma of needing to position itself as the representative voice of freelancers meant that it had to appeal to a far wider audience. I created a new positioning – "The voice of freelancing" – which together with my branding programme, helped to create a far wider appeal, increase mebership, focus on clearer communication and validate its position as the market leading professional trade association. The end result was a more vibrant and diverse visual identity (reflecting better the diversity of its potential membership) and a much clearer voice and proposition.