Redefining The Powers Company from Consultants to “Unsultants”

Schifino Lee Advertising + Branding partnered with The Powers Company to shake up the management consulting industry with unconventional branding and messaging focused on the company’s unique new positioning as unsultants. The company’s new website reflects this unexpected, customer-centric philosophy.

During the discovery phase of our rebranding process, Schifino Lee realized The Powers Company was truly different in their approach to doing business. In addition, the target audience of C-level executives had a jaded perception of the consulting industry in general. Schifino Lee created the unsultants positioning to overcome the industry’s unfavorable stereotype as well as capitalize on the client’s authentic uniqueness. The Powers Company immediately embraced the campaign’s new positioning.

“At The Powers Company, we don’t see ourselves as consultants. We’re collaborators who partner with your team and leverage the ‘Power of UN’ to unleash your organization’s true potential,” said Randall Powers, President and Managing Partner of The Powers Company. “It’s an uncommon approach you won’t find anywhere else except from our unsultants.”

In addition to new branding and a redesigned website, Schifino Lee developed an integrated campaign of web videos, emails, social media elements, and various collateral pieces that bring the unsultants philosophy to life.“We created a visual language for this campaign that’s as unique, professional, approachable, and unstuffy as the unsultants themselves,” explains Schifino Lee Associate Creative Director, Kevin Byrd. “No matter what medium we’re playing in, it instantly stands out in the category as The Powers Company.”

The unsultants campaign, produced by Schifino Lee, was recently awarded a local Gold ADDY in the Integrated/Regional B-to-B category of the 2015 American Advertising Awards.

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