Comprehensive Identity Programs





Creative Directors

Neil Cummings
Chris Moody


Stephen McGilvray
Campbell Butler
Christian Butte

Production designers

Chris Conway
Franc Falco

Implementation director

Miles Perkins


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PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins
PwC by Wolff Olins


One of the world’s largest providers of assurance, tax and business consulting services. Everyday 161,000 PwC people, in 154 countries, work to build relationships to understand the value their clients are looking for. Clients range from multinationals to entrepreneurs, from the public sector to private companies.


PwC wanted a clear position as number one in professional services and developed a number of strategic initiatives, including brand, to deliver that. Fundamentally it wanted brand to work much harder for the business. Through research it understood that clients’ needs and aspirations were changing. Clients wanted a focus on their outcomes as opposed to what advisors did; dialogue as opposed to telling; and help in creating the different kinds of value — social, environmental, personal as well as financial — that they were under pressure to deliver. It also recognized that in an increasingly global and digitized world, it was fragmented and needed to be more consistent, relevant and connected. 


From PricewaterhouseCoopers the brand name became PwC. A unique and powerful identity system — a framework for outcome-focused messaging, created to work across all aspects of PwC and all communication platforms, with particular emphasis on digital. A highly original identity system — inspired by the digital world but created to operate across all communication platforms — housing the different outcome messaging in a framework that is flexible, consistent, and very distinctive.

The change in our brand expression is the start of a journey to make PwC’s brand more consistent and work harder for the business. It has been a global effort across a complex business. In less than six months, we have achieved a step-change in the consistency of how our brand is presented. — Ian J Duncan, global brand director of PwC

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