brand case study

Unlocking the potential of a brand


OPP is one of Europe’s leading business psychology consultancies, working with more than half of the UK’s FTSE 100 companies. Nucleus was commissioned to audit the organisation’s brand and highlight opportunities for improvement.


After a full brand audit, including in-depth interviews with a cross-section of OPP employees, we concluded that the OPP brand strategy was reliant on their heritage of psychometric testing and training, but failed to communicate their wider expertise in providing innovative HR consulting services. From a visual perspective, OPP’s collateral design was dated, undifferentiated and inferior to its peer group. We recommended a complete overhaul of the brand identity.

Initially, we defined a new brand proposition that highlighted OPP’s ability to unlock the true potential of people at work, and contribute to a lasting business impact.

We then designed a new brand system that gave OPP a strong, relevant and memorable set of visual assets. This was then documented in brand guidelines and implemented across all corporate assets, including a new brochure that clearly demonstrates their sector-leading potential.


Internal feedback strongly endorsed our solution, with staff commenting on how they were now able to identify with the new branding. It has helped those responsible for business development to better communicate their offering to potential customers, supporting the achievement of OPP’s growth objectives.

OPP has since become Europe’s largest psychometric testing organisation, active in 25 countries.