Out with the Old, In with the WowBy Burkey Belser
March 12, 2018
You know this. We were acquired by Finn Partners 18 months ago. One of our clients, Jim Burke, a serial IPO skydiver, said that when he acquires a business, “I don’t expect us to change you. I expect you to change us!” Not a bad goal. I can only hope we are making good on that in the launch of Finn Partners’ new brand.
Everything is transformed—from website to sales pitch PowerPoints to proposals to…well, everything. It’s no coincidence we chose Valentine’s Day to share the new Finn brand first with all of the 600+ Finn employees. Since 2011 when Finn Partners was founded, red has been important to the brand look. Red signifies passion, power, strength, and determination. Even though for all these years we have been green, the energy of red is a perfect analog for Finn’s passion for its work and our determination to stand out in a crowded field.
One of the things you’ll notice about the Finn brand is a new logo, but that’s only the cornerstone of our brand. A brand is a personality, a look, and a voice. It’s alive, and it continues growing and evolving. Brands change over time, but their essential nature does not change, and this is what we want to convey to you. As we worked on developing the Finn brand, we learned the individuals at Finn Partners are “passionate, equipped and organized to deliver attention-earning results.” This is what we heard, and this is what we believe the new brand says about us. To all of you, welcome to the new Finn.