Overview

Future
growth

Clear articulation of capability and aspiration to realise the next era of industry-shaping transactions.

Modern
attraction

Updated brand positioning and digital presence to provide confidence for top-tier clients and attract high-performing talent.

Progressive
thinking

Shifted perceptions of company culture to realise behavioural change, create genuine human motivation and be more authentic.

Brand strategy driving transformation

Azure Capital is a leading boutique corporate advisory firm backed by the global Natixis Network that has built a specialist reputation for mergers and acquisitions.

Following exceptional year-on-year growth, Azure Capital initially engaged Juicebox to modernise its aesthetic and update its website to meet market expectations.

Through a strategic discovery process, we realised it was time for Azure Capital to evolve from a traditional way of thinking, and the conversation quickly focussed towards cultural change. 

We uncovered a disconnect between what Azure Capital thought they were – a progressive firm in a traditional category – and how they showed up – a challenger firm whose brand proposition hadn’t kept pace with its growth. 

An inward and outward transformation would nurture the innovative thinking that would differentiate them in the market.

Azure StackedLightLogo
Azure Photography

Shifting perceptions and changing behaviours

Through a strategic discovery process, we unpacked the challenges preventing Azure Capital from reaching its ambitions. 

The firm was steadfast in hiring diverse talent but needed to shift outdated perceptions and change how it behaved in the market to attract new people and foster a more progressive outlook. 

Innovation and excellence are not something that can be mandated but rather live in the collective hearts and habits of people who share a perception of ‘how things are done at Azure Capital’.

Internal realignments informed the brand development and provided substance for a contemporary identity – a signal that stood for meaningful change.

Azure Values
Azure PeopleSMPost

Reframed M&A into future-altering transactions

Messaging that cuts through industry expectations reveals a forward-thinking, high-performing firm.

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Broke the category mould

A progressive identity that pushes the boundaries of what is expected in the advisory category.

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Evolving with technology

An agile image that evolves the fast-paced culture of technology and finance industries.

Azure LinkedIn

Confidence to grow globally

A higher profile better serves the interests of the firm and its clients, attracting bigger and better business.

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A digital presence attracting emerging talent

Showcasing a high calibre of clients and sophisticated transactions to attract quality talent seeking a market-leading workplace.

Impact Delivered.

Increased acquisition of high-profile clients.

National coverage of transformational transactions.

Aligned team with an ambitious outlook.

Accurate positioning in competitive landscape.

 

Project credits

Client Azure Capital
Year of Completion 2023
Services
  • Brand Strategy
  • Brand Identity
  • Digital Experience
Project Team
  • Joel Pember
  • Adam Oliver
  • Mike Boag
  • Naomi Faye
  • Matt Woodcock
Client Azure Capital
Year of Completion 2023
Services
  • Brand Strategy
  • Brand Identity
  • Digital Experience
Project Team
  • Joel Pember
  • Adam Oliver
  • Mike Boag
  • Naomi Faye
  • Matt Woodcock
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