Result: The Greenfields identity was redesigned as a device to reflect the core promise of the Greenfields brand and an embodiment of the main tagline, ‘Turning research into headlines’. The logo consists of five bars of a graph pointing from left-to-right with the X-Y axis origin rounded off to represent the edge of a screen. The graph is then seen as taking research into the media space (turning data into a story). The bars also represent the five digits of a (helping) hand to reinforce the guidance aspect of the Greenfields promise. The 60 degree angle is to show the forward-thinking of the process.