Positioning a CRO for success via branding

PRA implemented a brand refresh in 2018 to address the technical challenges of the existing brand, improve digital engagement practices overall, and evolve it to be more consistent with brand implementation best practices. The slightly refined core elements (e.g. font, logo, colors, etc.) addressed the technical issues, but the focus was also placed on the evolution of more fluid elements to keep the brand bold, exciting, inspiring, and adaptable. Incorporating geometric shapes and patterns, dynamic type treatments, and modern layouts ensure that different experiences with the brand remain consistent without ever becoming stale.