"I want to do really great stuff and have fun along the way. I truly appreciate that you’re the same way. Thanks for that!"
Per Appelgren
Founding Partner, Newground Alliance
Newground Alliance is a common ground of 12 high-profile, niche management consulting firms. While each company operates independently, together they bring over 250 experts across a wide range of industries. Collectively, they form a unique alliance that delivers specialized consultancy services, tailored to meet the distinct needs of clients.
As a house of brands consisting of 12 independent niche consultancies, Newground Alliance needed to establish itself as a brand in its own right – to unlock collective value and drive long-term growth. In parallel, the alliance aimed to position itself as a thought leader and a trusted quality mark for both alliance companies and future partners.
In close collaboration with Newground Alliance, we created a unified brand identity and a focused platform to guide future communication. Together, we defined the brand’s personality, tone of voice and visual expression – built to support both strategic direction and everyday activation.
To strengthen consistency and maximise relevance, we developed a model that made it easy to incorporate content from the 12 firms into the alliance’s own communication. A clear and practical tool to help the brand speak with one voice – while drawing strength from its diversity.
We supported the alliance’s MarCom team both strategically and operationally, advising on communication priorities, messaging and media functions. Meanwhile we contributed at steering group level – offering guidance and executional support on brand development and positioning.
Newground Alliance has evolved from a collective of brands into a brand with collective power. With a clear identity, practical tools and a shared narrative, the alliance now has a stronger platform to attract new firms, engage investors and communicate its value – as a quality cue for businesses and consultants alike.
