AlixPartners is a consulting firm specialized in dealing with urgent, high level, high stakes situations that materially affect the future of organizations.

Our objective was to create a unified global business represented by a strong and memorable brand. We needed to move the firm away from its perceived role as a predominantly turnaround business, to a more generalized positioning as the consultancy of choice for high stakes situations: a serious business for serious C-suite. This shift in positioning was reflected in the evolution of the distinctive and iconic green 'A', accompanied by a more dynamic brand identity that was rolled out worldwide, across all the organization's touchpoints.

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