Booz & Company

Luke and Charles, founders of lukecharles led the creative and art direction of this project while at Wolff Olins.

Edwin Booz defined the management consultancy profession when he launched his business in 1914.

Booz Allen Hamilton decided to separate the United States government business from the global commercial business.
This provided the opportunity to re-launch
a near-century old brand.

In May 2008, Booz & Company was launched, a new name for the founders of the management consultancy profession.

Its purpose and identity is powerfully embodied in the brand, which is a
platform for the company to show and
share its unique expertise. It is a space
for foresight, knowledge and impact, consistently creating and delivering essential advantage. This idea provides
a powerful platform for the company to refocus around its intellectual capital and the experience of its people — essential in today’s fundamentally different business environment.

Making advantage

Both chairman and strategic consultants at Wolff Olins worked closely with the Sounding Board at Booz & Company to pin-point their unique qualities and defined a clear ambition for the future.

This unambiguous direction formed the distinct and ownable visual expression where content is king.

Booz & Company firsts

The brand positioning and expression has allowed Booz & Company to make advantage in the downturn, driving commercial
growth and making further acquisitions.

CEO Shumeet Banerji voted #1 world management consultant.

Retained their position as one of the top 4 commercial consulting businesses in
the world.

Retained all partners in the transition.

What others said

“Only if we have self-confidence and visible pride will we have a great firm
and a great brand.”

1 year on…
“It would have been easy
to be less visible and maybe life would have changed only a little… instead we have pride in
our institution — we’re bold
and unafraid.”

Behdad Shahsavari —
Partner, Booz & Company

“You hit the ball out of the park…”

Shumeet Banerji —
CEO, Booz & Company
(speaking after the brand presentation at the Partner’s launch meeting, Miami)