In today’s competitive landscape, branding demands more than just imagination and creative vision—it requires precision, efficiency, and a strategic, lean transformation approach.
Established in 1991, Moffitt Consulting built a national reputation as a leader in lean transformations, inspired by the Toyota Way. Basin Holdings acquired Moffitt in 2020 and has been its primary client since.
Moffitt came to MonogramGroup with a direct ask: transform the brand for the next generation, enabling profound growth as the firm rapidly adds up-and-coming consulting talent.
We accepted the challenge and immediately executed our Brand Playbook. We learned about Moffitt’s origin, team, case studies, the Basin Holdings connection, and their perfected Lean transformation playbook. We examined their current presentation materials and website, which had been inactive for over 10 years, then compiled our findings and strategic recommendations on messaging, moving from unsurpassed tenure & reputation to selling easily defined and quantifiable benefits – which strongly resonated with the client team.
Once the messaging was in place, we attacked enhancing Moffitt’s visual branding. With Lean branding in mind, we chose a more evolutionary, nuanced approach encompassing color palette, typography and design elements that would maintain the essence of the Moffitt brand while introducing contemporary elements.
To symbolize Moffitt’s evolution, we incorporated iconography and flow chart-inspired design components, creating a visual narrative that echoed their methodology.
With the messaging and visual branding components in place, our focus shifted to the website and collateral that showcased their expertise, past clients, and The Moffitt Playbook. By employing a Lean-inspired approach, we ensured that the content was communicated effectively
and efficiently, free from unnecessary clutter.
We also completely reimagined their most powerful and influential case study – Basin Holdings – into a comprehensive white paper and a compelling set of PPT slides to detail the success that came out of that Lean transformation.
This approach to Moffitt’s brand transformation—rooted in creativity, strategic insight, and lean principles—allowed us to quickly and efficiently rejuvenate a dormant brand with minimal online presence into a powerful, market-leading entity.
Learn more about Moffitt Consulting by visiting our brand case study here.
Article Led By: Isabelle Lunow
Edited by: Lou Petrongelli, Scott Markman