On a recent commission to brand a medical practice in Harley Street, a guided tour of the house revealed unexpected buried treasure that would bring the project to life. Built in 1770, Robert Adam, one of Britain's most celebrated architect/interior designers, had left his neoclassical footprint everywhere you looked, the most striking example being this luscious decorative ceiling. But for the staff who worked in the practice, these glorious artefacts had simply become part of the furniture, and it was our job to shine a light on and use these features as part of the 'sell' to increase footfall through the door. Not only was the logo we created heavily influenced by the Adam visual legacy, but we chose to describe the interior of the building in digital promotional items as a distinguishing feature:
"From the moment you step across the threshold, you enter a world of traditional Georgian elegance and charm. Unlike many of the houses in the street, the interior has been lovingly preserved, a metaphor for the care you receive under any of the Consultants practising out of its rooms."
Sometimes it's hard to see how much you have because it's right under your nose. Introducing professional communicators who can spot those essential differentiators and communicate them to potential audiences is an investment in your professional identity, which will set you up on the right track and keep reaping rewards.
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