Visual Identity Evolution: West Monroe
Challenge: West Monroe's business strategy shifted—visual identity needs to catch up
As business strategy evolves, so should brand strategy and visual identity. For West Monroe, we made a major, abrupt shift from traditional consulting to a new category of Digital Services. With a verbal and visual identity build for a Consultancy—how will we shift both to meet our new business model?
Roles: Visual Identity Manager + Lead | Lead Designer
Collaborators: Corporate Brand Manager | Chief Marketing Officer | Marketing Designers for widespread execution
Stakeholders: C-Suite (decision-making) | 2000+ Employees (delivery)
Impact: Build a visual identity that amplifies our consultancy and product design multidisciplinary teams to bring West Monroe into the now
With this sudden change, we worked closely with leadership to ensure our brand strategy first met the business strategy—and only then could we build a visual identity to express that brand strategy. Our newly defined personality of the Visionary game-changer heavily influenced our creative direction. In our previous brand we used flat shapes to build depth, layering diamonds to create a motif. Now, we use gradients and opacities combining the squares and diamonds of our logo to represent the coming together of our teams into one, unified team. We expanded our color palette to create variety in our assets, rather than flat, one-color, dark content. With this newly flexible design system, our people created more versatile representations of their work that truly reflected a digital-forward team of experts.
Before and Afters
Designs done by myself, Sarah Kennedy, Megan Goerth, and Katie Martin
Make it real
Designs done by myself, Sarah Kennedy, Megan Goerth, and Katie Martin
