Challenge
MCorp. was tasked with articulating Tier's transformation from fragmented tech company to a unified business consultancy serving multiple international markets. To further complicate this mission was the fact that Tier had recently acquired 15 separate companies on three continents.

Approach
The process of inspiring so many to reject their individual identities to think, speak, look and act as once entity began with competitive and capabilities research, internal interviews and a strategic plan. MCorp. identified, and more importantly achieved executive buy-in, on Tier's key attributes, market position and the needs they're uniquely qualified to solve. From there, MCorp. developed a warm but active logo, and a tagline and extensive Internet presence that supported all business units. We then orchestrated a series of internal brand initiatives to educate the thousands of employees worldwide, to achieve consensus and internal support prior to external brand launch.

Results
An on-target personality that speaks directly to the needs of the market. Now investors, the media and clients have a clear impression of Tier, and the company itself has clear understanding of firms vision, brand values, and customer expectations.


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