A human face for the Big Four.
CONTEXT
KPMG is one of the Big Four: recognized globally, known by numbers and stats. Customer Advisory, its consulting practice focused on customer experience, had the opposite problem. Its work is human, but nothing about its presentation said so.
CHALLENGE
Differentiate Customer Advisory from the spreadsheet image without leaving KPMG’s brand guidelines, among the strictest in professional services. The creative freedom had to be found inside the system, not around it.
Creative Strategy
Branding
Marketing Collateral
Social Media
Campaign
APPROACH
Freedom inside the framework. Every element extends KPMG’s existing identity, with differentiation coming from composition, photography and voice. ‘Perspective’ became the organizing idea, carried across a platform, capability decks, social systems and a campaign the KPMG team runs without agency support.
OUTCOME
The work outlived the campaign. Customer Advisory folded the new visual language into KPMG’s brand system, and internal adoption gave the practice, and the people in it, a more visible voice inside the firm.
Designed and directed as Design Director at Bald Agency, within KPMG’s global brand guidelines.