CLIENT

KPMG Customer Advisory

ABOUT

KPMG is a consulting firm with a 125-year history of trusted expertise, driving and maximizing value by delivering exceptional ROI through actionable insights. The KPMG Customer Advisory group is the front-office; it is where business meets people. We partnered with Customer Advisory to refresh their brand identity in order to promote awareness and stand out from competitors by communicating their unique story.

CHALLENGE

How can we build on the 125 year legacy of KPMG while bringing distinction to Customer Advisory? We aimed to strike the right balance between the KPMG parent brand guidelines and the creation of a refreshed visual identity.

GOALS

Differentiate KPMG Customer Advisory in the consulting space

Resist brand perception as solely a tax and auditing firm

Bring brand awareness to the Customer Advisory group

INSIGHTS

CULTURAL TRUTH

We live in a time that is fueled by connection; customers have become increasingly savvy and resonate best with brands that have a strong, authentic narrative behind them.

CUSTOMER TRUTH

In today’s volatile economic climate, customers are seeking expert insight, credible guidance, and a unique point-of-view.

CATEGORY TRUTH

The consulting world has developed a reputation for templated solutions and complex marketing jargon, which has tarnished the crucial element of trust between businesses and consumers.

BRAND TRUTH

KPMG has long remained a beacon of trust and reliability for customers by working alongside organizations as a guide, partnering with businesses to deliver personalized solutions.

SOLUTION

In order to achieve each of these goals, we leveraged these insights to create a new brand platform for KPMG Customer Advisory built on the notion of Perspective – bringing their associates and individual stories, passions, and points of view to the forefront. The team's unique perspectives and three-dimensional ways of thinking cultivate genuine connection with customers, and ultimately drive great business.

WHAT WE DID

We began our work with KPMG Customer Advisory with in-depth research into their brand, business, competitive landscape, and industry to craft a positioning and best identify a path forward. We then put together a deck of key messaging for them to speak to their new brand platform of perspective, and to understand how it shows up in their work.

As part of building out their Customer identity, we shot a series of videos showcasing Customer Advisory associates pursuing their passions outside of the office, as well as filming interviews about how these passions and their unique life experiences influence and inform their work at KPMG.

From all of this work, we designed an extensive visual identity system that captures the essence of the parent brand, while allowing them to stand out amongst direct competitors, as well as a style guide to understand how each of these assets can be used. Finally, we developed and delivered content for demand generation and thought leadership material, which involved design and copywriting for whitepapers and social media posts.

VIDEO PRODUCTION