The Power of a Single Core Purpose


Orlans Group came to Alchemy in 2015 with a company vision that lacked a sense of unity and clarity. Acting as an umbrella brand for four different companies – each specializing in varying aspects of title, real estate law and auction services – Orlans Group had trouble implementing a unified purpose and voice throughout its organization. This made it challenging for them to communicate their message to its current constituents and potential new clients.

Prior to working with Alchemy, both leadership and marketing teams found themselves reinventing the wheel again and again when it came to their client presentations and marketing materials since they did not have a clarified voice, style and framework to fall back on.



We started at the core of organization and held various discovery meetings with Orlans leadership and department heads to uncover the true purpose behind the company’s foundation. We then worked our way through the outer layers of the organization, interviewing employees and current clients alike, to gather their perceptions of the value the different Orlans Group companies provided.

Once we gathered all the data and mined through our own internal and external field work, we defined the company’s core purpose and core values and created messaging for each of the Orlans Group companies rooted on the platform of the umbrella brand. This messaging gave both employees and leadership and unified voice throughout the organization that successfully extended past their internal walls.

With this clarified vision and voice, we were able to create Brand Voice Guides for all current and new employees to set the tone for how they would be evaluated moving forward. The guides included the new company core purpose, core values and descriptors for each of the Orlans Groups brands.

In addition to this, we guided them through an internal launch event where they revealed the organization’s new focus and vision. This included drafting speeches for leadership and assisting with building renovations to evoke the sense of a new beginning for all employees.



Employees walked out of the event with a clear picture of what Orlans Group stood for and what the vision was for the future. It also brought together the organization as a whole for the first time in many years.

From there, we were able to create permanent marketing materials for each of the Orlans Group companies that could be used at events and new client meetings. These materials all followed a unified look and feel that elevated the sense of professionalism across all brands.

As we always say, clarity starts at the core!