Working in an established and crowded market, we created a newco business that could stand out as a leading restructuring advisor. The key was building on the team's relationships and reputations. The outcome was to hero the Certa team confidently and naturally to keep the brand authentic and approachable. In keeping with this positive theme, the tone of voice and design was straightforward, clear, concise and uncluttered. This confident approach has a finite result in view, emphasised by the full point in the name and the definitive underlining of keywords.