Rebranding for Acquisition
CATEGORY:
Brand & Design
The brief
Co Company specialised in organisational health, helping clients to succeed by accelerating performance and maximising their most valuable asset, their people. Formed by pre-eminent thinkers in company performance, including Colin Price (former partner at McKinsey) and Sharon Toye (a leading change management consultant) joint authors of the best-selling ‘Accelerating Performance’, Co Company asked Engage to rebrand the business ahead of sale.
The work
We reviewed the brand and all collateral and set about repositioning the business, its service lines and the physical expression of the brand through a new website, new palette, new corporate typeface and new product names and identities. The only thing we didn’t change was the company logo which had some particular sentimental value to the business. By moving the business from a mash of primary colours to a more sophisticated look and feel, we were able to ensure Co Company’s qualities and values were reflected in its brand.
The outcome
One of our most rewarding projects, our success with Co Company was a double-edged sword. The client achieved their objectives, and the consultancy was acquired by Heidrick and Struggles, the world’s ‘premier providers of corporate culture and leadership consultancy’. Whereupon Engage made many friends but lost a valuable client, as the Co Company brand was subsumed into H&S.
