Makella identity developed by Rufus Leonard

07 March 2006

mymarket.com, the UK’s foremost electronic marketplace for the hospitality industry, and its sister business, 3663 Client Purchasing, unveil a new joint brand identity this week, developed by leading brand and digital agency, Rufus Leonard.

Makella, part of the Bidvest Group, is set to become a familiar name in the hospitality industry. It is the first time a complete end-to-end procurement offer for the hospitality sector has been encompassed under one brand.  The new company offers a complete portfolio of procurement services from analysis and strategy development to contract management, scaleable to each individuals clients needs and all underpinned by industry leading technology.

The identity was created by leading brand and digital agency, Rufus Leonard, who had previously developed a new market leading e-procurement system for mymarket.com.  The brief was to develop a brand identity for the new business that would unite the services offered by the two existing businesses whilst still communicating the innovative and complete procurement solution offered by the new company.

After an in-depth consultative period Rufus Leonard developed the ‘Makella’ name and brand mark, along with a complete set of messages that underpin the company’s new brand positioning.   The new identity communicates the existing abilities of both businesses whilst still showcasing the unique proposition of the new combined business operation.

The Makella brand will be rolled out from March onwards across all aspects of the business.  Rufus Leonard has also developed supporting brand materials including new brand guidelines, a website, and a microsite and launch communications.

Nicola Knight, marketing controller for Makella, said: “We are delighted with the new brand which really encapsulates our approach to the market and demonstrates the combined technical strength of mymarket with the purchasing strength of 3663 Client Purchasing.”