Messaging and Design Bring Clarity to The Claro Group’s BrandBy Erika Ritzer and Joe Walsh
September 26, 2017
The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges.
Our research with Claro consultants and buyers found that the optimal resolution strategies, negotiations and outcomes in these highly complex situations rely on hard to grasp data. The key is to see that data efficiently and effectively gathered, organized, analyzed, synthesized and transformed into clear information and conclusions that are persuasive and easy to understand.
Doing so requires deep experience and agility with technology, finance, forensics, and analytics, as well as market understanding, business sense and persuasive communication skills.
Quite a mouthful, right?
Enter The Claro Group and the tagline, “Resolve with Clarity.”
As shown below, the centerpiece of the new Claro brand is a modern and efficient website. A UX and coding technique brings the home page images—organized by the firm’s five major offerings—from out of focus into clarity. Other features include a short, smart set of information graphics that do all the “talking” for the firm under About Us. Paragraphs of words are replaced with a scannable half page of simplicity (the complex made clear). New bio photos star on new bio portals for consultants and brand name case studies support the firm’s standing throughout the site.
Offline, new pitch and proposalware help the firm’s communications look as sharp as its people. Likewise for a pop up exhibit booth and a series of trade magazine and sponsorship advertisements, as seen below.