Sia Partners overhauls brand identity to accompany new strategy

10 December 2020 Consultancy.eu
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As the firm unveils a new plan of attack to usher in a next era of growth, Sia Partners has revamped its branding. The new visual identify looks to embody “the versatility and distinctiveness” of the company, as it launches its new three-year strategy up to 2023.

Global consulting firm Sia Partners has over 1,800 consultants across 18 countries, and has spent the last 18 months working diligently to expand further. The consultancy expanded existing offices, set foot into new geographies and doubled down on its commitment to add capabilities through an acquisition campaign in Europe and North America.

The strategy is paying off in regards to its financial performance. After several years of very strong growth in turnover – ranging between 20% and 25% per year – Sia Partners achieved a turnover of €245 million during the fiscal year ending June 30th 2020.

The firm’s partner team however is determined not to rest on its laurels in the years to come, and in a bid to make the most of its momentum it has announced a new strategy for the coming three years. The first step of the plan is to approach €300 million in turnover in the fiscal year ending in June 2021, while in the longer-term, the firm aims to reach 3,000 staff by the close of 2023.

Encapsulating the motives and energy behind the new strategy, Sia Partners has also announced that it is refurbishing its brand identity. In response to 2020’s “call for reinvention,” a video from the firm announced that its new corporate vision was centred on the belief “business transformation depends on new solutions that combine business expertise, artificial intelligence and design,” and that as a “next generation consulting firm,” the firm’s visual identity should embrace and reflect “the transformative 20s.”

As the global economy looks to get back on its feet, after the ravages of the coronavirus and the deepest recession since the Second World War, Sia Partners hopes to encourage its clients to “be the owners of their post-Covid transformations,” while offering to be their partner of choice. Key to this is the firm’s new tagline, “Design. Reshape. Reboot.”

At the same time, the firm has also debuted a new logo and style guide, which marks a drastic departure from its old one. Gone is the lower-case mauve and grey number of the previous incarnation, replaced with a striking black and green combination, written entirely in capitals.

Meanwhile, the previously fully-formed ‘S’ at the start of the firm’s name has had it’s upper curve trimmed distinctively. According to Sia Partners’ Executive Director of Marketing and Corporate Development, Sandrine Carreau, the new graphic sign symbolises “movement, growth and innovation,” all of which show how Sia Partners can adapt to client needs and anticipate market evolutions.

Carreau explained, “The new logo is a departure from the previous one. The colours, black and green, are bolder, more decisive and digital… The first "S", which is slightly trimmed, symbolises the versatility and distinctiveness of our brand… The choice to use capital letters illustrates the resilience of a company which was able to grow by double digits in a fiscal year marked by the Covid-19 pandemic. It also represents the long term ambitions of the group: to surpass $1 billion in revenue.”

On top of Sia Partners’ rebranding, the firm is also undertaking a review of its brand portfolio. The firm has stakes in a number of brands, including Happydemics, Sparted and Livsty. Carreau said that the review will help to determine how best to showcase the group's specific skills, “all while maintaining a unique identity.”

She concluded, “This new identity allows us to consolidate the group's image with our brand proposition: creating value for our clients thanks to our pioneering spirit and unique blend of capabilities.”