Circle
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Bain & Company

When Circle was invited by brand consultant Wally Olins to help define the brand values and personality for Bain & Company, the firm faced a dilemma. Although one of the top three management consultancies in the world by business performance, it was let down by its identity. The bland dark blue scheme failed to set it apart, and the firm was not communicating its stature or the benefits it brought its clients. Working closely with the key global partners, we identified what made Bain stand out − its passion for results, and its direct, uncompromising approach. To inspire confidence, the brand needed to express Bain’s premium status and pragmatic attitude. After summarising this in the idea ‘True North’, our task was to transform it into a compelling look and feel. The new identity is confident, energetic and highly distinctive, convincingly conveying what Bain stands for, while a brand book and detailed identity application guidelines explain the elements to staff and suppliers. Bain now has a global ‘brand in action’ team, and its transformed identity helps it compete on a world stage.

Alkhorayef Group

A unified identity to help a Saudi Arabian based technology group go global.

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Bain & Company

Making the brand a powerful asset for top management consultancy firm Bain & Company.

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Al Maha

A flexible set of marketing tools for the Omani retailer to be able to compete effectively in all B2B and B2C communication.

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