Case Study: MHM transforms audience connection with a brand identity rebrand by The Yard Creative

MHM transforms audience connection after 25 years with The Yard Creative

The Yard Creative was engaged by MHM, a strategy consultancy in the arts and culture sector, to address a significant branding challenge. After 25 years of operation, MHM had a new ambition to become the world leader in audience strategy but lacked a brand identity that reflected this global strategic value. Their goal was to have a brand that could reconnect people both internally and externally while also serving as a practical tool for their teams to use across every channel.

To solve this, The Yard Creative developed a comprehensive new brand identity including a distinctive logo mark, a fluid color palette, and a connecting graphic language. The solution was designed with usability in mind, providing flexible and impactful guidelines for teams to apply across various decks, websites, and digital tools. The outcome was a complete rebrand that gave MHM internal alignment and coherence, made them a memorable and standout brand externally, and acted as a catalyst for transformation, successfully reflecting their ambition.

MHM