About the project

A concierge service can provide everything from a luxury lifestyle for the social elite, to a plug-in perk for credit card customers. But communicating the idea of an in-house concierge service that's actually a reward scheme for top talent was proving impossible. More Concierge needed to find a way in.

Roma Lowes Moore had built something different. An in-house concierge service designed as a reward scheme for the people companies can't afford to lose. But when you say “concierge” to an HR director, you're already fighting the wrong associations.

We needed to reframe the entire category. The idea that by supporting and rewarding your most valuable people, you improve and focus them. In professional services, it's literally billable.

“Impossibly Rewarding” became the brand line; a nod to the seemingly impossible requests a great concierge can fulfil, and the impossibly rewarding effect it has on the people who use it. The identity, messaging, and website were all designed to speak directly to the decision-makers in law firms, consultancies, and financial services, the sectors where talent retention is existential and billable hours are everything.

The brand has given More Concierge a clear way into a market that didn’t know it needed them. Clients have saved an average of 500 billable hours through the service, and More Concierge has established itself in the legal sector — a category where time reclaimed translates directly to revenue recovered.