BRG
Positioning a rapidly-growing consulting firm to compete on the world stage.
After a decade of explosive growth, the CEO of a global consulting firm set his sights higher — taking on the biggest names in the industry and vying for the world’s most complex, high-stakes mandates.
With more than 40 offices across six continents, Berkeley Research Group had evolved far beyond its roots in disputes and investigations. Now offering a broad suite of advisory and corporate finance services, the firm was stepping into direct competition with the world’s largest professional services firms. To successfully challenge much larger players, BRG needed to clearly articulate what made it different. Central to this effort: defining a unifying value proposition that connected its diverse capabilities under one compelling narrative.
Internal and client research revealed a clear gap: even within the firm, few could articulate what BRG stood for — and externally, clients largely associated it only with its legacy in litigation support. Yet those same clients deeply valued BRG’s relentless focus on practical outcomes and its rigorous, data-driven approach to problem-solving.
We built the brand around these strengths. “It’s rare for an organization to successfully combine intelligence and insights with practical know-how. At BRG, this synergy is central to how we work and who we are. We call it Intelligence That Works.”
“Intelligence That Works” became more than a brand line — it was a unifying framework for articulating BRG’s unique value across every practice area. “BRG combines world-leading academic credentials with world-tested business expertise. We are purpose-built for agility and connectivity, which sets us apart—and gets you ahead.”
A new employer brand — “We do consulting differently” — extended this positioning internally, helping BRG attract top-tier talent as effectively as it pursued high-stakes client engagements.
The new brand, supported by a dynamic visual identity and awareness campaign, helped to accelerate growth, leading to a major investment by one of the world’s most admired private equity firms.
