00 Header

Grant Thornton

Grant Thornton

STRATEGY & EXPERIENCE
BRAND STRATEGY
VISUAL IDENTITY

Grant Thornton is a network of independent assurance, tax and advisory firms, made up of 53,000+ people in 135 countries. In 2015, we were engaged by the global team to help develop a new online brand orientation experience. This project marked the beginning of a long-term partnership. Since then, we’ve developed a new global brand identity and provided ongoing strategic advice on topics such as global campaigns, brand governance and culture.

When we began, the global identity was fragmented – a result of their decentralised organisation. Working collaboratively with leaders and stakeholders across the world, we created a new digital-first identity that preserved the equities of the past while representing a step-change in terms of modernity and consistency.

As a professional services business, the employer brand really matters. We developed the concept, design and content for a new ‘Inside Grant Thornton’ site that launched in 2018. The site features orientation content as well as client and employees stories to provide a genuine insight into what it’s really like to work for and with this unique organisation.

We are currently advising Grant Thornton’s global team on the further evolution and development of their positioning.

Iconic Asian retailer Lane Crawford came to BrandCap with a simple question – “where can our brand take us?” In the context of a globalising luxury market and the rise of the Chinese consumer, our client – the joint President and CEO – knew his business possessed a world-class brick and mortar retail experience, and a leading reputation amongst their global luxury brand partners. But at the same time an underdeveloped digital presence, staff engagement challenges, and a requirement for strategic clarity were at the top of his agenda.

We worked with the senior team to define a new business and brand strategy, shaping the fundamentals of the company’s 3-year plan to 2020. We then supported the President to build a business case to take to the shareholder for additional investment to realise this plan. Investment secured, a critical need was to inspire new ‘on brand’ ways of working. Facilitating a series of workshops with the Top 30, we co-created a Leadership Code defining values-led behavior. This was piloted live in the business for 8 weeks before embedding into personal development processes. Leaders felt listened to, issues were aired, and solutions suggested.

135

Coherent adoption of the new global identity by 135 firms worldwide

A complete modernisation of the Grant Thornton identity using their iconic Moebius symbol to define a design aesthetic

Our multi-year relationship continues- we are currently advising on and developing the detail of Year 3’s plan and supporting with a longer-term brand and strategic development

Illustrations@2x
ANIMATION_2@2x
GT_WEB@2x
Group 10

You often find too many layers when working with large branding agencies but BrandCap are able to deliver big brand agency talent throughout your project which saves both time and money in the long run. A fantastic agency with the right approach and a great team.

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

Brandley Neill, Senior Manager, Global Brand and Advertising, Grant Thornton

Conversations spark ideas. Let’s talk.

Conversations spark ideas. 
Let's talk.

London

London

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

New York

New York

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

Hong Kong

Hong Kong

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 9498 5998

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 6200 4281