From our origins working in Finance, Regulatory, and Risk transformation in Banking and Capital Markets, to more recently building our Fintech consulting practice – we have always been driven by a restless energy to do things better. As a firm, we spent time during the COVID pandemic in 2020 refreshing our own strategic focus on where we’re going, and how we help our clients navigate the challenges to lead the way into the next normal. This work has sharpened our focus and transformed how we organise ourselves to deliver for our clients.

Why invest in a brand transformation in the middle of a pandemic?

Firstly, it was long overdue. We wanted to reflect the diversity of our people and the work that we do, as we build the consulting firm of the future.

Our people come from varied backgrounds around the globe. We have delivered projects across three continents, and our firm has multiple consulting practices – each with a different specialist focus within the Financial Services industry. United by our exacting standards, we are a team of thinkers, fixers, and finishers with a shared commitment to excellence.

Capturing this spirit in our brand refresh was anything but straightforward. The ask? Rip up the rule book and build a future-first consulting brand for the next normal – rooted in the diversity of our people, our thought to execution mentality in delivery, and the breadth of our work in the industry.

With both consultancy help, and a string of pitches that didn’t quite hit, the mark; it was a note to an old friend – Matt Kandela, CEO of New York brand agency Dear Future, that ultimately yielded what we were looking for. In Dear Future we found a firm that shares our obsession with quality, is obsessed with asking ‘what next?’, and constantly reimagines things for the future (the clue just might be in the name… !).

Building a brand from signs and symbols

We think of the signs and symbols that drive the visual impact of our brand as representing and celebrating both the differences in who we are as individuals, but also the cohesion in how we operate as a team. For centuries, humans have used symbols to communicate directions – from ancient Australian aboriginal art, where symbols outlined key landmarks in navigating the wilderness, to enabling crews to navigate treacherous seas successfully.

Visually bold, diverse, and intentionally playful, our new brand embodies our key behaviors as a firm:

  • Own it, do it: we take responsibility to navigate the path to success. However difficult, and whatever the odds, we always find a way.
  • Fearlessly question: making strategy happen means constantly and boldly asking how to do it better – unafraid to make the right decisions, rather than the easy ones.
  • Make if fun: we spend a lot of time doing everything that we can to deliver results, working hand-in-hand with our clients, and firmly believe that we do our best when we’re having fun.

I admit, my personal favourite has always been make it fun…

So what next?

We are more excited than ever before about the future of the Financial Services industry, and have made significant investments in building diverse capability. This diversity is reflected in the work that we do today – ranging from building global crypto asset exchanges, transforming legacy Banking technology, and designing data-centric business models.

Our refreshed brand aligns with our future first focus, as we continue partnering with ambitious leaders to lead the charge innovating in the industry, and build the next normal. More broadly, we continue to invest in key strategic priorities to build the consulting firm of the future; including increasing gender diversity in the industry, reaching net zero carbon emissions*, and expanding graduate opportunities as we invest in the next generation of consulting talent.

If you would like to find out more about the firm and how we partner to drive strategic transformation and growth, please do get in touch.

*We plan to share a framework to reach net zero later this year, to accelerate the process for other firms.

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