Deloitte Internal Branding - Emerging Market Opportunities

When Deloitte wants to build a new internal brand, I'll often get the call because I've worked with Deloitte teams around the world for a while now, and they like my ideas. When they needed something for their new Emerging Market Opportunities (EMO) division, I worked with key stakeholders for several months to build a brand around a concept. EMO, as their name implies, works with emerging technologies. The verticals they're focused on will grow and change over time, so they really needed a brand system, not just a logo. That way, when they create a new group to focus on a new vertical, they can just plug the name in and have all the brand assets they need ready to go.

We came up with the "digital dandelion" after closely examining what EMO does - they study emerging opportunities, build companies around the best of them, and release those companies into the wild. That struck us as very similar to how a dandelion propagates. Once we had the concept, we just had to figure out how to make it work within the Deloitte ecosystem, which has its own brand standards. We selected a colour palette that would be both compliant and unique among Deloitte subbrands. We chose unique weights of the mandated typeface. Then, we developed a system for plugging new MOs in as they emerge. The end result was a really effective way to brand a team that, by its nature, will grow and change quickly.