Kearney, the global consulting partnership formerly known as A.T. Kearney, has been given a major rebrand. The firm engaged Siegel+Gale to help gather insights from clients, partners, colleagues, and stakeholder communities to pinpoint distinguishing and original firm traits. “Brand is a valuable asset that is often overlooked,” said Philip Davies, President, EMEA, Siegel+Gale. “Kearney has always taken pride in placing its people at the center of what it does, and this rebrand highlights this unique approach. Many brands invest in clearly defining their purpose, but then fail to activate it. Kearney is a great example of a brand living its purpose through people centricity.” Adds Abby Klanecky, Partner and Chief Marketing Officer at Kearney. “Our people are our brand, and our rebrand focuses squarely on that personal dimension.
One example of the new brand direction is a commitment to eliminating stock photography and using 100% crowdsourced imagery from Kearney employees. From October to December 2019, the company collected more than 10,000 original photographs shot by Kearney’s global employees. Another example: the new name “Kearney,” which removes the initials “A.T.” and is said to reflect the firm’s emphasis on community and collaboration.
