project type: rebrand.
my role: global brand strategy + management. content strategy. employer branding.
UST.
Repositioning a digital transformation solutions company as a global leader in the technology consulting industry.
AWARDS.
Red Dot Award, Brand Design Relaunch, 2021
Fast Company, Best Workplaces for Innovators 2022
CHALLENGE. UST encountered an awareness challenge as its brand no longer reflected the extensive range of services it offered, leading to an inconsistent narrative and visual system. In 2019, the firm appointed its first CMO, and brought me on to support the rebrand of UST.
In partnership with Siegel+Gale, we were able to assess how UST performed in terms of key business drivers such as expertise, partnership, leadership, and goodwill. Our findings revealed that while UST enjoyed a positive reputation among those familiar with the brand, others found it challenging to articulate the exact services provided by the firm. Our research demonstrated that UST's purpose appeared authentic and unique, enabling us to delve into a strategic territory that would differentiate the business from its competitors.
SOLUTION. Our team jumped in and anchored our strategy in a single core idea: Together, we build for boundless impact. Collaborating with an acclaimed agency and under strong leadership, we established the creative strategy for UST's revamped visual and verbal identity. Brought to life most notably by a strong narrative and dynamic logo, the new brand inspired our creation of a tighter, more cohesive brand architecture and a digital experience that speaks directly to customers.
Launched on the heels of 2020's global challenges, the rebrand underscored the importance of companies needing to adapt and evolve in real-time.
BEFORE
AFTER
Our Brand Story.
We’ve always believed in the power of technology to engineer a better future. Born digital, we guide the world’s best companies through their toughest business challenges. Walk side by side with our clients to earn their trust. And chart the smartest and fastest path toward a more sustainable tomorrow. With humility, humanity, and integrity, we set out on this journey together. By digging below the surface, we uncover the root of key problems—obstacles that stand in the way of bringing bigger ideas to life. We then reach into our toolbox to find—or create—the right solution for our clients: one that embeds innovation and agility into everything they do, so they can break new ground. Become resilient. And thrive. When you work with us, you’ll create a positive ripple effect that reaches far and wide. Because we not only transform businesses—we transform the lives of the people they touch. And together, we build for boundless impact.
Our Boilerplate.
For more than 22 years, UST has worked side by side with the world’s best companies to make a real impact through transformation. Powered by technology, inspired by people, and led by our purpose, we partner with our clients from design to operation. Through our nimble approach, we identify their core challenges and craft disruptive solutions that bring their vision to life. With deep domain expertise and a future-proof philosophy, we embed innovation and agility into our clients’ organizations, delivering measurable value and lasting change across industries and around the world.
Together with over 30,000 employees in 30+ countries, we build for boundless impact, touching billions of lives in the process.
