Dropping the ‘Companions’ from its identify, world consultancy agency Sia has simplified its identify and refreshed its model id with the launch of a brand new tagline. The motto, ‘Optimists for Change’, goals to focus on how the agency’s optimistic method helps to attain outcomes for its shoppers worldwide.
Headquartered in France, Sia boasts greater than 3,000 workers, working from 50 workplaces in round 20 international locations. The administration and know-how consultancy serves over 1,000 shoppers in a variety of sectors, offering experience together with technique, organisation, finance, threat, compliance, advertising, innovation, cyber, knowledge, and digital transformation.
After working for 25 years as a partner-owned enterprise, Sia final month unveiled a daring new development plan for the approaching years, bringing Blackstone on board to assist supercharging these ambitions. The non-public fairness large will make investments round €250 million in Sia, which in flip will use that capital to develop into new markets and sectors, beef up capabilities, and proceed its buy-and-build marketing campaign.
Lower than a month into its subsequent chapter, Sia has already taken a significant step with an overhaul of its branding and id. Whereas most corporations would have spent hundreds of thousands on a flowery advertising company, Sia founder Matthieu Courtecuisse was trustworthy to acknowledge how the agency took a practical – however ingenious – method to its refresh.
A serendipitous story
“Lately I used to be speaking about our model with our COO [Sandrine Carreau] and our Artistic Director [Richard Colbourne],” he acknowledged in a LinkedIn put up. “Richard stated, ‘We’d like one thing new’. “What are you considering?” I requested.”
In accordance with Courtecuisse, “He checked out my glass. It was half full. Then he glanced out of the window. The solar was behind the clouds, giving them a silver lining.” It was then that he recommended shortening the corporate’s identify by dropping ‘Companions’, and positioning the corporate as “optimists”, whereas utilizing “gentle to specific how our optimistic method delivers outcomes for our shoppers” – one thing which Carreau instantly agreed to, telling the CEO “Matthieu, you haven’t any alternative.”
Matthieu Courtecuisse and Sandrine Carreau
Nonetheless, a lot reality there is perhaps in that serendipitous story – Courtecuisse conceded that “it’s inconceivable to know the place” concepts like that actually come from – the brand new company id tells an vital story concerning the course of the agency, and the market it’s serving.
2025 is serving up enormous adjustments and challenges to corporations of all industries – with shifts in authorities and regulatory coverage, a altering local weather and provide chain disruption, and naturally the continued hype across the fast advances of AI which means no one can afford to face nonetheless for lengthy.
However whereas that may appear formidable to many organisations, a video accompanying Sia’s new id explains that it displays how the agency views change. Not simply as a hurdle to clear, however an “extraordinary alternative”, with Sia seeing optimism as its “drive multiplier, amplifying innovation” and “unlocking new potential”.
Altering in an optimistic method
To that finish, one other assertion from Courtecuisse added, “As AI, local weather change and cyber threats convey new challenges and alternatives, Sia is properly positioned to assist our shoppers reply. We’re a subsequent technology consultancy, born digital, augmented by knowledge science, enhanced by creativity and pushed by duty.”
“Our positioning of ‘Optimists for change’ displays our ‘Can do’ perspective. We all know that our shoppers worth our expertise and so they respect our positivity. Our experience can ship outcomes and our optimism can rework outcomes.”
The consulting agency final overhauled its id in December 2020 – together with some adjustments which Sia has carried into its newest kind. Then, the corporate previously often called Sia Companions regarded to reassure its prospects with the brand new tagline of ‘Design. Reshape. Reboot’ – which a launch from the corporate recommended would assist encourage shoppers to be the “house owners of their post-Covid transformations, whereas providing to be their companion of alternative”.
The 2020 brand was additionally billed as a departure from the earlier one, with the black and inexperienced colors – nonetheless current within the new-new emblem – stated to be “bolder, extra decisive and digital”. On the similar time, the emblem shifted from decrease to upper-case, which the agency stated illustrated “the resilience” of an organization that also managed to develop by 19% amid the lockdown months.
