Side & Side
Project: Corporate Branding
Brand Designer: Paul Vîrlan
Brand Concept & Naming: Ștefana Gabor-Stoica
Company & Company.
As a future audit & advisory company for any type of business, we wanted to convey the idea of an on-going collaboration between a company and its corporate clients.
This idea implies a side-by-side type of action, where both entities (the advisory company and the business client) work together in a transparent and efficient way towards the business results they envision.
During the research process of creating a name, we noticed that, in the last decades, almost each and every company specialized in business audit was named after founders, co-founders and partners. This tradition created a series of eponyms with different names linked through the ampersand symbol (&). So, for our naming proposal, we thought about giving a twist to this insight, by reinterpreting this way of naming a company.
Side & Side encloses the professional look & feel given by associating different names through the ampersand symbol, but in our case the words are not some people’s names, but parts of a collaboration process between two entities and several more people. Thus, we are highlighting more the process itself than its initiators. It’s not about me or you, it’s about the collaboration between me and you and the results that follow it.
The descriptor Advisory Services & Business Value encapsulates the main message of the brand and is created under the wording template this & that, where this is about the company’s services and that is related to the client’s benefits. Thus, Advisory Services & Business Value becomes a clear descriptor of the company’s consulting services and the professional outcome of the collaboration.
The messages follow the same template of this & that, like the descriptor, and we can use it to communicate different stages of the process of collaboration.