Jack Morton's New Identity: Rebranding After a Merger

Experiential agency Jack Morton has unveiled a new global brand identity, around nine months after its merger with Impact XM. The launch is a good case study in how to rebrand after two organisations become one.

What was announced

According to the company's announcement, the new identity launched on 13 October and is built around a positioning called "Experience Without Limits". CEO Jared Pollacco said the launch is about much more than a new look, and the company says it's delivering the identity through connected physical and digital moments that people can explore and share, instead of just a logo and guidelines.

The merger with Impact XM was announced in January. The combined company operates under the Jack Morton name, with the business supported by The Riverside Company and more than 1,000 people in 20 offices, based on the company's own description.

What mergers demand of a brand

A decision about the name. Which name survives, and what happens to the other? Here, the Jack Morton name continues, which keeps existing recognition.

A new story, not just a new logo. After a merger, customers and staff want to know what the combined business stands for. A fresh position gives people something to rally around.

Time. The identity arrived months after the deal. Rushing a visual change before the strategy is settled usually creates rework.

Experience as proof. An experiential agency launching its brand through an experience is consistent with its pitch. The identity demonstrates the product.

What you can take from it

• Settle the strategy first. Work out who the combined brand is for and what it promises, then design. Our brand strategy work follows that order.
• Show, don't tell. Launch your brand in a way that reflects what you do.
• Bring people with you. A rebrand after a merger is also an internal exercise. Staff need to believe in it.
• Keep what has equity. Retaining the established name saved the company from starting recognition from zero.

If you're planning a merger, an acquisition or a change of ownership, it's worth thinking about the brand early. Our guide on brand architecture explains how brands can fit together.

Book a consultation to talk through your own situation.