Circle
Bain & Company

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.

Bain & Company

Making top-performing management consultancy Bain & Company stand out from the crowd.

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Bain & Company

A communication toolkit to express the personality of a high-performing management consultancy.

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Bain & Company

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

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