Transform is a consulting boutique firm advising leaders and executive teams from the public and private sectors. Located in Riyadh, Saudi Arabia, Transform applies its global reach and expertise to provide evidence-based consulting and leadership solutions.

Having decided a brand name, Transform’s founder came to us to help them build a brand strategy, as well as designing the identity and several brand applications. The challenge was creating a brand that reflected the usual sobriety of the business consultancy world, but also adding a ‘fresh’ feature that could reflect both its entrepreneurial spirit and innovative approach to the consulting practice.

The Transform’s brand combines tradition and modernism in a delicate way. The logotype uses a rendition of a modern-style serif font, with thin lines briefly disappearing to create a more notorious contrast with the thick strokes. The ligature joining the “r” and the “a” in the logo works as focal point and is a visual metaphor that suggests how two entities collaborate to achieve transformation. The ligature is highlighted with a mustard colour, an unorthodox tone for the consulting sector but one that clearly reflects the fresh, innovative spirit of the organisation.