FEATURED CASE STUDY
Merging companies & integrating brands
A case study in leveraging brand legacy while laying the foundations for an inclusive, integrated MergeCo culture.
PROJECT CONTEXT
In 2024, a JSE listed company, announced its intention to merge two subsidiaries.
In partnership with our creative agent, KNOWN, we undertook to define and communicate the intended mergeco brand to stakeholders across the ecosystem.
01.
The integration challenge
When the listed company announced its intention to merge two client focussed businesses into a 1500+ team member, the leadership teams recognised the need to keep ‘the Human Side’ front of mind when tackling the articulation of the intended MergeCo brand.
Both companies share human-centricity as a core value, with people lying very much at the heart of each one’s success. Our team was tasked with the challenge of integrating the two brands in a way that would foster collaboration and synergy in support of the merger goal. Our considerations were legal, cultural, reputational, financial and operational.
Beyond the practicalities, knowing that the new brand would be the first tangible experience stakeholders would have of MergeCo, our most significant consideration was integration. How would we define and communicate MergeCo’s new era in a way that unified both teams towards achieving the merger objectives?
02.
How we solved for brand integration
Mapped out stakeholders and employees across MergeCo, from clients to employees to senior leaders to exco to investors.
Interviewed 30+ stakeholders to gain a deep qualitative understanding of the risks that an intended MergeCo brand might pose to integration.
Prepared a report with insights and strategic recommendations on how MergeCo might tackle brand integration to support team synergy and buy-in into the new era of business.
Conducted a strategic brand audit to advise on the most optimal way to integrate the brands within their broader ecosystem.
03.
What we delivered to client
Stakeholder Insight Report & Integration Strategy
Here we interviewed 30+ key stakeholders, providing qualitative insights that identified critical risk areas and opportunities in the merger. This report included strong strategic recommendations on how to leverage the insights to build an integrated environment for all stakeholders.
Comms Strategy : MergeCo Brand
Here we developed a brand that balances brand legacy with practical considerations, while also unifying stakeholders around MergeCo. Our strategy included a brand approach, brand architecture, benefits, manifesto, positioning, purpose, vision, mission, offering and key messaging.