As part of a move to review its existing brand, law firm Addleshaw Goddard brought in Radford Wallis to look at how employees and stakeholders perceive the brand. Radford Wallis' approach was to come up with 'a brand to explain brands', therefore creating the straightforward name 'BrandEd'. The key element of BrandEd is an Intranet portal site, accessible to more than 1500 internal staff. A series of three small books was designed to challenge the audience to think about what makes successful branding and direct them to the portal. The team included illustrator Harry Malt and Intranet programmer Bliss Systems.