Pivoting to customer experiences to achieve category leadership for the monster M&A division

2 min read

When it comes to professional services, EY is an industry titan. Headquartered in London, the multinational services firm is one of the largest in the world, comprising one fourth of the coveted “Big Four” accounting firms. Transaction Advisor Services is one of EY’s largest and highest performing divisions. Ideon has developed a bold new brand for EY’s Transaction Advisor Services Division that assures client partnerships, winning strategies and successful outcomes.

Although the Transaction Advisor Services division was already merging strategy and deal-making work for its clients in highly sophisticated ways, the group lacked a distinct brand reputation inside EY and with clients. Ideon elevated the division from a loose “What” based services group into a cohesive, distinct “Why” brand to match its competitive offerings.

The new brand centers around the idea of winning and delivering clear outcomes/benefits for clients. The new slogan, “Strategy to Success” embodies a tactical approach to accomplishing client goals. Ideon conveyed this idea to the new visual identity, linking every facet of the division to an unwavering commitment to clientele. This vast rebranding and repositioning helped to elevate the division’s visibility, value and engagement with clients.

We reinvented the bi-annual Capital Confidence Barometer report as an elegant, engaging, and informative experience to distinguish EY as a bold thought leader. EY’s annual Global Corporate Divestment study was creatively reimagined with visuals to match the new, winning brand strategy. Service brochures were adorned with victorious athletes to invoke the emotional trust of clients and humanize the division. Visually, emotionally, and verbally, these materials solidify the division’s distinct strategy and result driven orientation which stands out above competitors at Big Four firms.

“Ideon greatly increased our visibility in the market,” said EYBranding Director Dawn Quinn, “they are helping us win new engagements by bringing us a new brand identity and creating a strategy for constant and sustained dialog with our clients and the media.”

Ideon also crafted a strategy to reimagine all TAS client touch-points and influence all client journeys with new thought leadership, digital offerings and events. We further advised EY on how to motivate and activate employees in using the new “Why” brand tools, strategically shifting TAS from a hands-off approach towards dynamic, client engagements.

The new brand, steeped in a story of strategic winning, excites both clients and employees. As a result of the new brand, the TAS division has soared at EY and gained a perception as the best in class amongst the Big Four. 

Dawn Quinn, Director, EY, US- East, Strategic Operations is a fan, explaining "Ideon greatly increased our visibility in the market. They are helping us win new engagements by bringing us a new brand identity and creating a strategy for constant and sustained dialog with our clients and the media."