KPMG is a global leader in audit, tax, and advisory services. With over 275,000 employees across 143 countries and $38.4 billion in revenue, the firm works across industries like government, healthcare, energy, and financial services.

KPMG has long been recognized for its audit services, but its rapidly growing federal advisory practice is now delivering exceptional value across areas like automation, technology, and supply chain transformation. These professional services are helping businesses and government agencies modernize operations, drive efficiencies, and embrace new technologies. As the firm continued to expand its capabilities, KPMG saw an opportunity to better articulate this value through a unified messaging platform – one that could clarify its offerings and help clients fully grasp the breadth and depth of its advisory expertise.

KPMG needed to raise awareness of its government advisory work, but several challenges stood in the way:

• Detailed brand guidelines required expansions to include space for new service areas.
• Existing messaging needed to evolve to better showcase the distinct values and expertise of KPMG’s federal consulting practice.
• Leadership transitions required us to maintain project continuity through change.

The goals were clear: modernize advisory messaging, differentiate KPMG across key industries, and streamline the creative process.

We took a strategic, collaborative approach from the start. Discovery sessions with internal stakeholders helped us define priorities and understand how each team talked about advisory. From there, we built tailored campaigns across initiatives, including: 

• Modern Government
• Federal Advisory
• Finance Transformation
• Supply Chain
• 5G

To work within the existing and detailed brand system while still making an impact, we: 

• Used moodboards and early concepts to gain stakeholder alignment quickly.
• Explored new creative directions within a framework that preserved KPMG’s recognizable and respected brand.
• Built brand messaging frameworks for each initiative to ensure clarity and consistency.

We also overhauled the approval process: 

• Created a streamlined feedback loop with clear checkpoints.
• Documented all decisions to keep new stakeholders up to speed.
• Maintained close communication to adapt quickly to internal changes.

The refreshed advertising helped reposition KPMG’s federal consulting practice as a modern leader in government advisory professional services. Outcomes included: 

• Increased awareness of federal advisory services in targeted industries
• Improved brand perception, moving beyond audit-only recognition
• Greater stakeholder confidence in creative process and direction

KPMG praised the work for its ability to balance innovation with brand discipline. Stakeholders noted how the messaging made complex topics more accessible and how the team delivered consistently and efficiently, even through leadership transitions.

• Design Clarifies Complexity: Thoughtful design can make sophisticated professional services easier to understand and more engaging.
• Stakeholder Buy-In Speeds Up Work: Early collaboration keeps feedback loops tight and projects on track.
• Bold Doesn’t Mean Off-Brand: Innovative concepts can live comfortably within even the most structured brand systems when grounded in strong brand messaging.
• Process Drives Results: A clear, documented workflow enables us to deliver consistently, even as teams evolve.