A series where the goal is not to find one answer, but to discover all possible ones.
Services
/strategy
/purpose
/brand identity
/logo design
/brand activation / launch video
/brand activation / web design
the quest
The PIOB is an independent global entity that oversees and harmonizes the quality of audit work across countries to ensure international markets operate under shared codes. Through a deep strategic branding process, we helped them redefine their branding, making it evident by incorporating the tagline into the brand: Enhancing Public Interest.
See PIOB case study for further information.
However, despite being 100% dedicated to the public interest, they were carrying out their mission without any direct contact with their main beneficiaries, which left us with significant work to do in terms of communication. Brave proposed continuing this effort through what we call a Purpose Activation campaign.
the revealed
truth
/strategy
The goal was to open the PIOB's doors to engage people professionally and emotionally. The approach: listen to them. Given PIOB’s broad impact on daily life, it was easy to introduce relevant topics indirectly linked to the brand. Interviews were organized around themes influenced by PIOB standards, forming a chapter-based series called Mind the Gap.
/purpose
PIOB’s work addresses major gaps shaping the world: between large corporations and small businesses, local and international laws, privileged and vulnerable students, and industries that can or can’t implement sustainability. We raised questions on greenwashing, fraud, and opportunity disparities, interviewing top business leaders, interns, auditors, and professors to explore "their truth," leaving conclusions to the viewer.
the Brave Brand
Rocio Goudie, the brand's Communications Director, faced the enormous challenge of convincing internal decision-makers about this audiovisual project. She knew it would not be easily accepted by those in charge but, convinced of its benefits for the brand, she was determined to move it forward.
Brand identity
The first and most challenging step was to win over a highly technical audience that had been disconnected from the entity’s communication needs. Developing an engaging brand where they could fully see themselves reflected was essential to launching the Purpose Activation. Incorporating the tagline Beyond Expectations was crucial, as there is a heated conversation in the entire audit sector around the so-called Expectations Gap, a cross-cutting gap that affects all others.
Naming
In an increasingly polarized world, cracks emerge, and if no one acts, they tend to widen. This was the reasoning BRAVE used to name the initiative through which The Public Interest addresses these gaps. Under the name *Mind the Gap,* referring to the series and its campaign, PIOB invites reflection and conversation. Because only by involving everyone will solutions arise to help bridge these divides.
Behind the logo
A graphic identity that, like the series, doesn’t provide answers but poses questions. It creates a window into various themes, allowing each person to explore every gap from their own perspective.
This highly personal and sophisticated interpretation of each gap was developed in full alignment with the PIOB’s parent brand, extending it into a generalist communication universe that resonated with any audience.
A logo that, like the initiative it symbolizes, invites reflection.
Brand activation
Launch campaign
The rebirth of a brand from its truth profoundly impacts both internal teams and external perception. FLYDE launch campaign highlighted this transformation by enhancing communication with potential clients through simple messages that conveyed how the AI tool can help in a very human way. It also served to reconnect the team with the project’s purpose and values, boosting motivation.
Rocio | Communication Director
“ Pending clients' review. ”
Web design
The website mindthegap.watch was created to host the episodes of the series, serving as a content repository that also opens the conversation around each gap to everyone via PIOB’s LinkedIn.
Besides these two objectives—reaching audiences outside the financial world—the site served other purposes for those more familiar with PIOB’s work. With the Brand Purpose recently highlighted, it was crucial to frequently remind PIOB employees that the Public Interest relied entirely on their work. Externally, for audit teams and workers in the financial sector, it was essential to show how adhering to their quality standards Enhances Public Interest.
Each new episode achieved this by showing how their work truly impacted people's lives.
The results
✦
PIOB’s visibility and reach have multiplied with its first non-technical content piece, resonating with diverse audiences.
✦
PIOB has embraced content creation, using a shareable audiovisual format that boosts reach and brand community cohesion.
✦
The Mind The Gap series addressed brand issues while also serving as an internal ✦ campaign to engage staff.
✦
As the final chapters of Mind the Gap season one enter post-production, improvements for season two are already being planned.