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    /what we do

    We help companies to build and strengthen their brands at defining moments, to deliver measurable, long-term value.

    /defining moments

    M&A is a defining moment. People are uncertain, loyalties are tested, and value is exposed. This is when brand matters most. Our work creates clarity of vision when there is confusion and confidence when there is potential for doubt. It reassures investors, steadies customers, and helps employees understand what the new organization stands for. In the short term, it protects momentum. In the long term, it shapes culture and guides behavior.

    We help leaders use brand as a leadership tool at these moments – turning a transaction into a shared belief and a deal into a durable, successful enterprise.

    “ThackwayMcCord'sworkhelpedusbringtogetherourworkonthelargestdefensemergerinhistory,amplifyingexcitementforwhatcanbeachievedintheindustry.”

    Chris Kubasik, CEO, L3Harris

    View M&A Case Studies

    A spin-off is a defining moment. It is your one chance to make a statement – to step out of the parent company’s shadow and show the world what you’re made of. But success doesn’t just happen. It’s built on the foundation of a strong, timely brand strategy that communicates your vision, inspires trust, and sets you apart in the market.

    As a leader, you’re juggling a lot, but branding isn’t just another item on your to-do list. It’s the story your new company will carry for years to come. So, as you plan your spin-out, make branding a priority – not an afterthought.

    Remember: the clock is ticking, and the market is watching. The earlier you invest in your brand, the better your chances of a successful launch – and a bright future.

    “WegotitrightthankstoThackwayMcCord'sexpertise,whichgaveusaclearpositioningstrategy,ameaningfulnameandapowerfulvisualbrand.”

    Tom Cleves, Director of Investor Relations, Sylvamo

    View Spin Off Case Studies

    A crisis is a defining moment. Reputations are tested, trust is fragile, and value is at risk. In the rush to manage facts and fallout, leaders often overlook the brand – but this is when it matters most. Brand shapes how the crisis is understood, remembered, and resolved. Clear, disciplined branding brings focus when emotions run high. It reassures stakeholders, steadies customers, and gives employees confidence in leadership’s response. In the short term, it helps contain damage. In the long term, it rebuilds belief and restores credibility.

    We help leaders treat brand as a tool of leadership in crisis – turning disruption into recovery and uncertainty into renewed trust.

    Let’s talk.

    “Rightingtheshipistheobviousandnecessarygoalwhencrisishits.Thetransformativepowerofbrandcanhelpnotjusttogetthingsbackontrack,buttostrengthenandevenreinvent,takingthecompanyforwardtoanevenstrongerplace.”

    Rick McKenney, President & CEO, Unum

    View Crisis Case Studies

    A growth moment is a defining moment. New capital brings opportunity, but also scrutiny, expectation, and pressure to perform. This is precisely when brand matters most. Brand gives shape to ambition. It helps investors understand what they are backing, customers see consistency as the business scales, and employees stay aligned as change accelerates. In the short term, it builds confidence and momentum. In the long term, it protects coherence, culture, and value as growth compounds.

    We work with leaders at these moments to ensure brand keeps pace with ambition – so growth is not just fast, but focused, credible, and built to last.

    “Strongbrandstrategyisthekeytounlockingyourpotential.Itcrystallisesyourpurpose,unitesyourpeople,drivessalesandrevenue,anddrivesgrowth.”

    Jonathan Paisner, Brand Strategist

    View Growth Case Studies

    An IPO is a defining moment. The business moves from being privately understood to publicly judged. At this point, numbers alone are not enough. A clear, disciplined brand narrative is essential. It tells the market who you are, why you matter, and where you are going. In the short term, it sharpens the equity story, builds investor confidence, and supports valuation. In the long term, it becomes the anchor for strategy, culture, and sustained growth under public scrutiny.

    We help leadership teams create this clarity – using brand as a tool of leadership to turn a listing into belief, and belief into long-term value.

    “WelearnedfromotherGoldmanventuresbeforetoprioritizebrand.Thisexcitingworkhasbeentheglueforourculture,galvanizingpeoplearoundanenergizedmissionandvisionforthefuture.”

    Jon Yoder, CEO, MN8 Energy

    View IPO Case Studies

    /services

    /services
    strategynamingcreationactivation
    research

    Turn real information into valuable insights to guide effective brand thinking.

    brand architecture

    Rather than being an afterthought, effective organization and naming of products and solutions is an essential driver of incremental growth.

    brand positioning

    Position your brand to win. What’s the pain point your solving? How do you do it better? Why does that make possible?

    brand voice

    How you communicate is as important as what you communicate. What does your brand voice say about who you are?

    category definition

    Create competitive advantage with your answer to the first question most will ask: What are you?

    messaging

    What’s your brand narrative, the defining themes that everyone in the company can communicate and focus on living up to?

    launch planning

    When and how does your brand come into the world?

    brand tracking

    Branding is a process that should be benchmarked and informed by ongoing tracking research

    naming strategy

    Retain one name, sunset the other? Combine two names? New name? How to transition from old to new? Success factors for the new name? We’ll help you decide.

    name development

    Coming up with a name that represents who you are and what you stand for in a noisy marketplace needs experience and insight.

    cultural and linguistic validation

    A name needs to resonate positively and be pronounceable across all markets in which it will live.

    logo design

    A strong logo builds on and reflects brand strategy.

    visual identity

    The brand brought to life through colour, typography and graphic language.

    brand implementation

    How your brand is deployed across all your communication touchpoints.

    signage & interiors

    Brand can be a 360 experience that strengthens support and loyalty.

    brand guidelines

    Clear guidelines are the foundation of strong brand stewardship.

    website

    Successful websites are designed and built in response to the needs of your audiences.

    social media strategy

    What you say is only helpful when it is found and seen by the audiences that matter.

    video & animation

    Today's digital world offers powerful opportunities to connect with stakeholders.

    tradeshows & event design

    Impactful brand presence when and where it matters.

    presentations

    A strong presentation is often the first branded requirement.

    brand guardianship

    How will you ensure that your brand is respected and strengthened over time?

    employee communications

    Your internal audiences are as important as your external audiences. Connect with them meaningfully.

    internal brand engagement

    Employees are one of the most powerful channels for building lasting brand equity.

    /some of our names

    We came, we saw, we conquered.

    $38 billion dollar experiential property business.

    We get business humming.

    A better way to fund your growth.

    You Got Power

    The future of energy

    The promise of paper

    The world's paper company

    The new procurement. Built.

    The category leader in global outsourced procurement (beating IBM and Accenture)

    Investor protection, market integrity

    The merger of NASD and NYSE Regulationcreated the Financial Industry Regulatory Authority.

    Precise in a world that isn't

    State Street’s global ETF offering, now the biggest ETF in the world with a name everyone can remember.

    How the Americas Fly

    Abra (“open” in Portuguese and Spanish) is the largest airline group in Latin America. Opening the skies for affordable travel.

    Power you can rely on

    Generate + ON = Power you can rely on. A new brand for the merger of Mirant and Reliant Energy

    Envision + Nova = Innovation

    For the spin out and IPO of Colfax’s med-tech business.

    We’re ON IT!

    Mortgage servicer Ocwen turns around its business and rebrands. The promise: to Get it done® for 1.4 million mortgage holders.

    Fin–cancial Sec–urity for A –ll !

    Life insurance associations AALU and Gamma merge. A name and a mission in one.

    Rudolph Technologies and Nanometrics merge

    A name for a business that helps global chip manufacturers“ON-TO” peak reliability, efficiency and innovation.

    /selected clients
    /recognition

    Our work has been recognized by leading creative, strategy, design, and brand awards organizations.

    2026

    Onity wins Graphis Awards Gold for Branding

    2025

    Transform Diamond Awards Gold for Best Tone of Voice awarded to MN8

    Transform Diamond Awards Gold for Best Creative Strategy awarded to Onity

    Onity logo recognized in LogoLounge Book 15

    Abra logo recognized in LogoLounge Book 15

    Onity logo shortlisted for the Communication Arts Design Annual

    MN8 wins Graphis Awards Silver for Branding

    Best Brand Awards Gold for Patiently Logo

    Best Brand Awards Gold for Abra Identity

    Q4 awarded Best in Show at the Indigo Awards Design of the Year

    MN8 wins Indigo Awards Gold for Branding

    Onity wins Indigo Awards Gold for Financial Sector Branding

    2024

    MN8 wins Transform Awards Gold for Best Tone of Voice

    Onity wins Transform Awards Gold for Best Creative Brand Strategy

    Onity win Transform Awards Siver for Best Renaming Strategy

    Eye Candy wins Gold for Indigo Awards in Packaging Design

    Eye Candy wins Gold for Indigo Awards in Promotional Materials

    Eye Candy wins Indigo Awards Illustration Silver

    Best Brand Awards Silver for Fortress for Identity Redesign

    2023

    Simon Thackway awarded Transform Awards Brand Strategist of the Year

    Eye Candy wins AIGA 365 for Promotional Design and Advertising

    Lifepoint wins Indigo Awards Silver for Branding

    Eye Candy shortlisted for the Print Awards

    Q4 shortlisted for the Communication Arts Design Annual – Integrated branding programs

    Eye Candy shortlisted for the Communication Arts Design Annual – Self promotion

    Thackway McCord wins Best Brand Awards Agency of the Year

    Eye Candy awarded Core77 Notable for Visual Communication

    Q4 wins World Brand Design Society Awards Commended for Brand Redesign

    At defining moments
    Let's Talk