EY Unveils ‘Shape the Future with Confidence’ Brand Expansion

New positioning and tagline rolled out through multi-year campaign, the EY organization’s most significant brand expansion in more than a decade

The brand expansion, which aligns with the new EY global strategy “All in,” under the leadership of newly appointed EY Global Chair and CEO Janet Truncale, marks a significant milestone for EY and highlights the ways in which EY teams create new value for clients, people and society.

The new creative direction introduces the tagline, “Shape the future with confidence.” This articulates how EY is “Building a better working world”, which will remain its purpose.

The multi-channel campaign will unfold in phases, starting with the launch from October to December 2024. The distinctive EY logo and core yellow visual identity will be updated by incorporating a spectrum of colors and different shape patterns to demonstrate the full spectrum of services that EY teams provide today. The campaign will feature strategic placements in key global business travel hub airports across the Americas, EMEIA and APAC. The ads will appear globally on smart TVs, digital displays at renowned news and business sites, and social media. In the new year, the campaign will continue to target prominent business travel hub airports, with TV and connected TV advertising, publisher collaborations, podcast advertising, native advertising, and a variety of digital and social media initiatives.

EY collaborated with numerous agencies to produce and execute the content-rich integrated campaign, including: Graham Fink of FinkDifferent, Ogilvy, The Assembly Network, essensemediacom, and Brandpie for the brand identity update; and Prosek Partners.

John Rudaizky, EY Global Chief Brand and Marketing Officer, says:

“EY is expanding on a brand that we are incredibly proud of.

“With a new Global Chair and CEO, a new global strategy, ‘All in’, amid a complex and interconnected business landscape, the time is right to communicate the value EY brings to clients, people and society through a new tagline.

“This expansion represents EY’s first brand update in more than a decade. In that decade, EY has more than doubled in size, and today its multi-disciplinary workforce of nearly 400,000 people, including 80,000 technologists, supports clients around the world as they navigate significant changes driven by AI and other emerging technologies.

“It is about expanding the brand to reflect the full spectrum of services offered by EY teams today. Since June, when it was announced as the ambition of the ‘All in’ strategy, ‘shape the future with confidence’ has been energizing EY people, clients, recruits and stakeholders around the value we bring across all dimensions of our businesses.

About EY

EY is building a better working world by creating new value for clients, people, society and the planet, while building trust in capital markets.

Enabled by data, AI and advanced technology, EY teams help clients shape the future with confidence and develop answers for the most pressing issues of today and tomorrow. 

EY teams work across a full spectrum of services in assurance, consulting, tax, strategy and transactions. Fueled by sector insights, a globally connected, multi-disciplinary network and diverse ecosystem partners, EY teams can provide services in more than 150 countries and territories.

All in to shape the future with confidence. 

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