Unifying a Global brand 

Progress is a global leader in application development. Its success has been driven by a policy of global acquisition. As consistency is vital to any multinational organisation, Progress approached Moving Brands to help unite and strengthen its identity and culture into one meaningful, cohesive brand worldwide.

Living the brand

Working on the principle that brands are lived, not learned, Moving Brands proposed that Progress should develop a set of internal maxims that would be actionable, memorable and practical for unifying the internal culture worldwide. I was instructed to create the maxims by putting together a team of 24 ‘Cultural Champions’ from across the Progress offices. The shortest copy can sometimes be the hardest to write. With 24 individuals contributing ideas, I had to make sure that the copy was culturally sensitive, able to cross language barriers and ready to gain traction wherever it appeared.