Baker Tilly International was a diverse network of 120 member firms operating independently. Our challenge was to unify the network, with one big idea and one global brand.


We worked closely with leadership at global and member firm level to build alignment on the common ground they shared. We used our Collider approach to bring together leaders from across the network to create their first global positioning - Now, for Tomorrow - which has been wholeheartedly embraced by firms and employees across the world. The idea captures the ability of Baker Tilly firms to look for proactive solutions to the challenges every business is facing today and tomorrow.

Baker Tilly's brand identity was outdated and failed to represent the strength of the network. The new contemporary brand identity acts as a symbol of growth and connectivity, characteristics that are shared by member firms and clients alike. Alongside the new identity, we rationalised the brand architecture system and advised on member firm brand transition. We have assisted with the global launch and support during the global rollout.



new positioning and identity gives the network one global voice and brand


Unified launch in 70 countries in Dec 2018


Full rollout through 2019

This has been a fabulous experience. To have come together as a team for the first time and collaborated to create our first global brand positioning is an amazing achievement.
Ted Verkade

Chief Executive Officer