Global Brand Works

Global Brand Works is a small brand strategy agency founded by Caroline McNally and Shannon Riordan. It focuses on technology and financial services brands, helping them launch, refresh, redesign or rebuild their identity, and it also runs internal programmes that get employees behind a brand.

What Global Brand Works offers

• Brand strategy and positioning: competitive audits, user research, internal listening tours and workshops that lead to new messaging.
• Employer branding: research and personas for firms trying to attract talent, as done for Equinix.
• Visual identity: logos, identity systems, guidelines and templates, such as the work for Sutherland.
• Naming and brand architecture: product names and portfolio structure, including a vegetable chip line for Kettle.
• Brand governance and internal engagement: governance programmes, employee campaigns and training, as for PayPal and State Street Global Advisors.
• Corporate change: repositioning ahead of an IPO for Yodlee and reviving the Veritas brand after its split from Symantec.

Who it works with

Clients are mostly technology and financial services firms, alongside cultural and consumer names such as SFMOMA, Credit Sesame, Appnovation and Bank of the West.

Key facts

• Founders: Caroline McNally and Shannon Riordan
• Sectors: technology and financial services