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A Word on Branding

Branding is a hot topic these days. But it’s been on our minds for two decades. Early in our careers, it frustrated us when design was purely subjective—when a color decision could be shot down because the client’s grandma had a really ugly dress in that color when he was a kid, or a logo design was described as “hip and cool” even though the client was a mortuary.

When we founded The Basis Group nearly 20 years ago, we knew we needed an objective, rational way to defend every creative decision. Every element of a brand, verbal and visual, needs to reflect the soul of that company—its mission, its values, the difference it makes to customers. That’s the basis of what we do.


What we do

Brand Definition

Brand Expression

M&A Branding

Recent Projects

Work that make us extra proud


Brand Case Study


Brand Case Study

Our Clients Have Spoken

“Mergers are messy on a variety of fronts. The Basis Group went deep, found the right place for the companies to come together, uncovered the marketplace opportunity, and created a new story that made sense of the acquisition.”

Neil Anderson | Partner, CMO

Chief Outsiders

Our Clients