ABOUT

​Morrow Sodali were a proxy solicitation firm, who embarked on a rapid growth journey, acquiring more than 10 companies around the world to become a Comprehensive Global Stakeholder Management Advisor. To reflect this transformation they needed a new brand positioning and visual identity to represent their new company, both internally and externally.

Under their new banner, Sodali & Co wanted a brand identity with a bold and simple design system that would be easy to implement across multiple worldwide teams. The aim was to make a bold, unique statement, whilst also fitting in with ‘The Big 4’ of global consultancies.

We built a visual identity with collaboration at its heart.The logomark is a clean and confident device designed with collaboration at its heart, creating the meeting of shareholder and stakeholder interests through the use of negative space in the centre, in a symbol reflective of the ‘Sodali S’. This space,‘The Iris’ becomes the centerpiece of the visual identity.

The Iris is used as a framing device throughout the rest of the identity, expressing that ‘Point of Consensus’ photographically, from photography of people and interaction to our ‘Power of 3’ photography style that expresses the idea through visual metaphor. As a result of the device's simple structure, the Iris can be expanded into varying sizes for practical purposes, without obscuring its meaning.

To further cement a coherent design language across all formats and touchpoints, we translated it into unique iconography, engaging infographics, video transitions and website interactivity to give an edge to Sodali & Co communications.

The new visual identity has been fully embraced by the organisation. Launched in Jan 2024, it was rapidly implemented around the world, including head offices in New York, London and Sydney.

An employee survey and series of workshops indicate that internal adoption and understanding of the new brand and identity is strong, with high levels of confidence and pride. On a practical level, the unified identity is helping drive cross-team collaboration and the ability to sell integrated capabilities – opening up new revenue opportunities for the business.