CIL

Brand refresh

CIL (a strategy consultancy) had grown fast. new markets, new services, B-Corp certification, and more. But their voice hadn't kept pace.
It still sounded like every other consultancy, but the thing is, they’re not. And in a market where 58% of buyers say the winner of a contract emerges before the pitch, an understated identity threatened to stall CIL’s scale and impact. So my brief was to give their voice the same ambition as the business.

Instead of starting from scratch, the approach was to look inward. CIL already had something worth building on: a genuine commitment to precision, intellectual curiosity, and considered thinking. The work was about making those qualities audible. The result was a voice defined by three principles. Precise. Curious. Thoughtful. Each with clear guidance on what that means in practice and how it shows up across channels. Not abstract values on a wall, but a working framework that their team could actually use every day and build on.

If strategy is how you think, tone of voice is how you prove it.