Rebranding the largest Capital Markets consultancy in the world

The Brief

More than strategic specialists, First Derivative develop, design and deploy solutions to solve the toughest of operational, data and technology challenges – delivering positive results (not just PowerPoints.)

Established by Brain Conlon, First Derivative wanted to capture his incredible legacy to re-energise the brand and to remind the Capital Markets that they are a force behind the data-driven digital revolution – providing business agility through people, augmented with data and empowered by technology.

Brand Strategy
Value Proposition & Messaging
Visual Identity
UI & UX Design
WordPress Build

Our Response

We started with the origin of the First Derivative name. In maths calculus, the ‘first derivative’ calculates velocity, and signals an instantaneous rate of change.

Who knew that a maths equation would become the formula for the new First Derivative brand – it perfectly captures the forward-thinking momentum that the business has in abundance.

Triangles and strong lines of trajectory both help to reflect the three variables of business change that the organisation delivers on. Forward momentum pushes through the logo – each letter ‘I’ signifies the vibrant, powerful and unique slant that people, data and technology deliver across to the capital markets. The stacked logo nods to the consultancy’s agile and smart-team approach which uniquely connects and supports its clients.

Placing people front and centre of both the brand and the business strategy, we repositioned the company’s worldwide talent pool as ‘Solutioneers, Engineers and Pioneers,’ who could adopt a distinctive tone of voice through crafted, playful headlines but that still demand serious levels of engagement to the most serious of business commentary.

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