AFP
Strategy / Branding / Website / Copywriting

AFP Services were in a muddle. Brilliant at what they did and already working successfully as back office specialists with retailers and niche brands, their own brand identity lacked presence and, more importantly, they struggled to engage with potential new clients with a consistent message or clear vision.

Beginning with a collaborative strategy session and interviews with stakeholders, Fresh Lemon were able to grab valuable insight into what made AFP special. We used this to build a proposition that gave them an authentic handle on what they meant to the businesses they worked with and how they should talk about themselves.

With a new identity that reflected a revised tone of voice, Fresh Lemon delivered a fresh brand toolkit and asset library alongside a new website to unleash their new message to the business world.