Global Rebrand

EY Global Rebrand

We refreshed the existing Ernst & Young brand identity with an entire new creative direction that included a logo change and name change from ‘Ernst & Young’ to ‘EY’. The tagline and Brand Purpose “Building a better working world” was introduced and EY’s primary brand expression of using Better Questions was conceived.

Following the changes brought upon by the financial crisis of 2007, EY conducted a strategy review and identified an opportunity to refine and refresh the articulation of who they are and what they stand for.

We set out to develop something that was true and authentic and had global consistency. It had to be inspiring for EY’s people, clients and communities, and different from the competitors.

We partnered with external agencies and teams of internal creatives, copywriters and marketers around the globe for this massive undertaking.

Working exploration of the EY logo during exploration workshops

Old logo shown left, new identity mark shown right

I was responsible for developing visual identity guidelines and rules for use examples. More than 100 pages of guidance was developed for the launch.

I developed a brand training curriculum that included “on brand, off brand” exercises which I delivered to thousands of people globally. I also developed a “train-the-trainer” program so that geographic regions could cascade out in local languages.

WATCH THE BRANDCAST VIDEO

I led development to the learning brandcast for the global EY community. I directed the development and creative execution of the content and visuals, selected and directed voice over talent, and oversaw the video/animation production.

Brand principles document were developed and translated into 7 languages

RESULTS

As a result of the global rebrand, EY was ranked #1 of the Big Four in brand recognition.