Orchestrating a Seamless Transformation Orchestrating a seamless transformation: Rebranding a global professional services giant without disruption

Client overview

Industry: Business consulting / professional services
Annual revenue: $10 billion+
System size: 10,001+ employees and 60+ offices
BrandActive services: Brand implementation planning, program management, governance tools

A global professional services firm with over $10B in annual revenue was preparing to roll out a new brand identity as part of a broader corporate transformation. With more than 130,000 branded assets across 60+ offices, including everything from websites and signage to HR materials and alumni communications, the rebrand was massive in scope. But before committing to timelines and budgets, the firm needed clarity: What would this cost? What should come first? And how could they make it all work without overwhelming their teams?

They partnered with BrandActive to guide the entire brand implementation journey. A critical early phase of the work focused on planning: mapping the full inventory of branded assets, understanding what mattered most, and aligning stakeholders on the smartest path forward.

The challenge

The firm was navigating hundreds of decisions that would shape the cost, complexity, and quality of the rebrand. Without a structured plan, the risks were clear: overspending, missed deadlines, or misaligned teams. Many branded assets weren’t centrally tracked. Some were in constant use, while others hadn’t been touched in years. The organization also hoped to align elements of the rebrand with planned office redesigns, adding another layer of coordination and timing. With a target brand launch just months away, the team needed to determine what should change, when, and how to execute without exceeding budget.

The solution

To bring focus and financial clarity, BrandActive led a strategic implementation planning session with cross-functional stakeholders. The goal: define the scope of change, explore timing options, and prioritize what mattered most. We began by:

• Interviewing 38 stakeholders across functions like Marketing, Real Estate, HR, and IT
• Surfacing more than 84,000 unique branded assets, including 12,000+ videos, 16,700+ images, and 63 office locations
• Grouping assets by visibility, usage frequency, and level of rework required

From there, we helped the client build a rollout strategy centered around value-based prioritization:

• High-impact assets were those with the greatest external visibility or brand risk if left outdated. These included external-facing websites and sub brands, recruiting and onboarding materials, social media profiles, office signage and client-facing collateral, PowerPoint templates and editorial reports used in pitches or high-profile events. These assets were prioritized for Day 1 conversion to ensure a consistent and credible brand launch.
• Medium-impact assets were important but more internally focused or used with lower frequency. These included internal training materials and intranet content, benefits documents and HR collateral, internal videos used for onboarding or education, as well as branded tools and forms. These were queued for redesign or updates in the 3–12 month window post-launch.
• Low-impact assets were infrequently used, legacy items, or those unlikely to be seen by external audiences. Examples included archived editorial content, low-traffic SharePoint sites, event giveaways with limited reuse, and materials created prior to 2015 or with a short remaining shelf life. Many of these were either retired, converted via operational updates, or refreshed during business-as-usual cycles.

By applying this triage model, grounded in stakeholder input and usage data, the firm was able to focus resources where they mattered most, avoid unnecessary spend, and drive alignment across workstreams.

The results

This early investment in planning enabled smarter decisions throughout the rebrand:

• Increased asset conversion throughput 5x by streamlining workflows and automating logo swaps for 30,000+ PowerPoints and editorial files
• Empowered 11 workstreams to execute transitions independently, supported by clear templates, quality standards, and governance

Wondering what a smarter rollout could look like for your brand?

Let’s talk. Email Claar Ennis at c.ennis@brandactive.com

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Some of our most transformative work is featured anonymously, not because it’s confidential, but because our clients, often leaders in their industries, are more comfortable sharing their journey without the spotlight. By respecting this preference, we’re able to highlight real impact and measurable results while honoring the trust that fuels our most effective partnerships