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 Public Interest Oversight Board (PIOB) is an independent global body that oversees the international standard-setting process for audit, assurance, ethics, and independence standards. Its mission is to ensure these standards serve the public interest and support trust in global markets.
Through a deep strategic branding process, we helped them redefine their identity, making their commitment to the public interest more visible by incorporating a new 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 and engage people both professionally and emotionally. Our approach: to listen. Given the impact of the international standards overseen by the PIOB on everyday life, it was natural to introduce relevant topics indirectly connected to the brand.
Interviews were organized around themes addressed by these global standards, forming a chapter-based series called Mind the Gap, designed to spark thoughtful conversations and make the idea of public interest feel more tangible.
/purpose
The PIOB’s work relates to critical gaps shaping our world: between large corporations and small businesses, local and international laws, privileged and under-resourced students, and industries at different stages of sustainability readiness.
We raised questions about greenwashing, fraud, and opportunity disparities, interviewing business leaders, students, interns, auditors, and professors to explore their truth—leaving conclusions to the viewer.
the Brave Brand
Rocío Goudie, the brand's Communications Director, faced the enormous challenge of convincing internal decision-makers to support an audiovisual campaign, an approach not traditionally embraced by the organization. Convinced of its long-term value, she took on the project with determination and successfully moved it forward.
Brand identity
The first and most difficult step was to engage a highly technical audience that had long been disconnected from the organization’s communication needs. Developing an engaging brand they could relate to was essential to launching the Purpose Activation. Incorporating the tagline Beyond Expectations was crucial, as it directly addressed the ongoing and intense debate in the audit sector around the so-called Expectations Gap—a cross-cutting issue that underpins 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
“ Launching Mind the Gap was a leap of faith, both for me and for the organization.
As our first content-driven campaign focused on increasing online visibility, brand recognition, and engagement beyond our immediate stakeholder circle, it pushed us to rethink how we communicate our purpose. Convincing internal stakeholders to support an audiovisual approach was not easy, but I believed deeply in its potential. The series brought complex public interest issues to life and helped us connect with people in a more human, relatable way. It marked an important step toward making our mission more visible and accessible. ”
Web design
The website mindthegap.watch was created to host the episodes of the series, serving as both a content repository and a platform to open up conversations around each "gap" through PIOB’s LinkedIn channel.
Besides its outreach goals, the site also served an internal purpose. With the brand purpose newly defined, it was important to frequently remind PIOB employees that through their commitment and work, they support the Public Interest.
Externally, for professional accountants, auditors, and other stakeholders across the financial ecosystem, the site demonstrated how adherence to high-quality standards enhances the public interest.
The results
✦ PIOB’s visibility and reach expanded significantly with its first non-technical content piece, resonating with diverse audiences.
✦ The organization embraced content creation, using a shareable audiovisual format to boost reach and strengthen community cohesion.
✦ The Mind the Gap series addressed key brand issues while also serving as an internal engagement campaign.
✦ As the final chapters of Mind the Gap Season One enter post-production, improvements for a potential Season Two are already under consideration.