/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.

“AK-SIV”

Defense technology engineered for precision and purpose

/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
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