PwC today unveils a new brand positioning, visual and verbal identity. This will be brought to life through an advertising campaign called “So You Can.”
PwC’s new brand positioning and identity better reflect how it works today to support clients in unlocking and protecting value. It also ensures that PwC’s identity provides the right platform for the future. At the heart of the new positioning is a clear purpose: helping clients build, sustain and accelerate momentum.
Changes to the visual identity include an updated logo with a new “momentum mark,” a bold signature color of orange and refreshed imagery. Alongside the visual refresh is a new verbal identity, defined by a tone of voice that is bold, collaborative and optimistic.
The new positioning and advertising campaign, developed with FutureBrand and McCann, launches today on pwc.com and will be rolled out across the network in the coming months.
Antonia Wade, PwC Global Chief Marketing Officer, says: “PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the futrmation.
“Today we are unveiling a new brand positioning, logo, visual and verbal identity, and advertising campaign. At the heart of it all is greater clarity about the role we play for clients. In the environment our clients operate in, they need to work with a company that will help them build, sustain and accelerate momentum. That’s where PwC comes in.”
The advertising campaign includes high-impact placements in national print and digital channels and high-profile media partnerships. It also features innovative digital activations, including connected TV and AI-driven experiences, designed to connect with audiences where they are most engaged.
Roderick Danao, PwC Philippines Chairman and Senior Partner, adds: “Our new brand goes beyond merely crafting a stronger and more distinctive identity in the market; it is a powerful commitment to elevating the experience of our clients and our people. By embracing innovation and enhancing our service quality, we are dedicated to creating maximum value and achieving sustained success for all our stakeholders.”
The brand update coincides with new initiatives to support clients in unlocking the value of artificial intelligence (AI) at enterprise scale. These include advancements in agentic AI, a type of AI designed to make decisions and take actions with minimal human intervention; technology alliances; and deep industry insights, processes, technology and data models that can be used to deliver industry specific transformation.
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