A JSE listed group merges two key subsidiaries into one

01. The Context

A JSE-listed organisation announced its intention to merge two established, client-focused subsidiaries into a single 1,500+ person MergeCo. Both businesses were deeply human-centric, with strong legacies and distinct cultures. Leadership recognised that while operational integration was essential, the first real expression of MergeCo for employees, clients and investors would be the brand itself. Getting the brand right - position, identity, purpose, and narrative - was critical to preserving trust, retaining brand equity and accelerating unification.

02. The Strategic Need

To support a smooth integration, the organisation needed a brand that could unite two teams under a shared purpose while also balancing legal, cultural, reputational, financial and operational considerations. The challenge was to honour the strengths of both legacy brands while creating a future-facing MergeCo identity capable of building confidence across employees, clients, leadership and investors. The business required deep stakeholder insight, a clear integration strategy, and a brand architecture that would minimise confusion, mitigate risk and mobilise the organisation behind the merger.

03. The Delivery & Value

Working alongside our creative partner, KNOWN, we mapped key stakeholders, interviewed more than 30 stakeholders across the ecosystem, and identified the critical risks and opportunities that would shape the MergeCo brand. We delivered a Stakeholder Insight Report and Integration Strategy that provided the roadmap for brand unification. We then developed the new MergeCo brand: a strategic identity that balanced legacy with practicality, clarified architecture, aligned internal teams and enabled a confident go-to-market.

The merge delivered measurable value: 90% positive brand sentiment, an 8.6 net promoter score post-merger, R50m in retained brand equity, and a 121% increase in website users. The organisation entered its next chapter with clarity, cohesion and a brand capable of supporting long-term integration and growth.

All identifying details have been fully anonymised to protect the confidentiality of ongoing transaction processes