Aligning Brand with Business Direction.

Opportunity:

There’s a point where an organisation knows where it’s heading next, but the brand is still anchored to where it’s been. For KordaMentha, after 22 years of advising some of the world’s most iconic businesses, the brand needed to evolve to support the next 20+ years of growth.

This was not about reinvention or disruption for its own sake. Our role was to help craft a brand strategy that brought the brand and the business direction back into step, while deeply respecting the history and DNA that has shaped the firm.

Approach:

As organisations grow, brand systems need to do more heavy lifting. We evolved KordaMentha’s brand identity into a system with the breadth and depth to support a strong in-house marketing and design team, expanding service lines, and a growing number of specialist verticals.

The focus was usability and longevity. A system that gives teams confidence, flexibility and clarity, without losing the strength and authority the brand is known for.

Success:

A brand system built to serve the firm for years to come: one that brought the brand and business direction back into alignment.