RGP

We reinvigorated a management consulting firm by putting people first.

Challenge

RGP is a unique management consulting firm. Previously a subdivision of Deloitte, RGP’s focus is helping Fortune 500 companies solve complex business challenges by leveraging subcontracted industry experts. RGP underwent significant evolutions in its operational model, and expanded its solutions portfolio aggressively, in part through acquisitions. RGP needed a new brand that would strategically unify its focus and voice with its clients, prospects, workforce, and investors.

Insight

RGP was a pioneer in the agile consulting model, but did not form its identity around the practice when the company originated it decades ago. Agile consulting has since become a standard in the staffing of consulting engagements and in the vernacular of leading consulting firms. Further, RGP had not invested heavily in marketing the firm since its success was driven by consistent demand, longstanding client relationships, and its ties to Deloitte. It was clear that the consulting industry had evolved, and RGP could not retroactively claim its position as the originator of agile consulting. A new narrative and identity was needed.

Solution

Through a robust discovery phase, we uncovered more meaningful, durable, and differentiating truths about RGP beyond the construct of its business model. RGP’s unique and defensible territory was the way it humanized business, even when working on complex technical challenges. We used this human-first concept to develop a brand positioning and verbal system focused on RGP’s authentic human connections. To bring the brand to life, we also developed a proprietary visual system designed to tell RGP’s human-first story.

Lastly, we partnered closely with RGP’s marketing leadership to design and execute a comprehensive implementation plan that included an identity overhaul of the company’s marketing assets, leadership and employee training, and a full suite of governance materials including brand guidelines, message guides, and sales tools.