K&T created the new brand from the ground up, encapsulating mci group’s progressive, unitive spirit in the brand line ‘Shape the future. Share the future.’ The ‘r’ from group was then cut to form the new mark – a bridge – again representing the group’s mission to form meaningful connections between brands and audiences.

An in-depth copy strategy and TOV was then developed and applied across all materials, including the new K&T-designed mci group website, Annual Report site, and their flagship thought-leadership series ‘mci on.’