We help ambitious business leaders to accelerate change.

What We Do

We work at the intersection of brand and business transformation, we redefine expectations and bring clarity — creating meaningful and coherent brands able to deliver significant impact.



Does your company’s purpose show the reason why your brand exists — can it resonate with all parts of your business and forge a strong emotional connection?

Strategic Positioning

Does your brand need to adapt to new business or market strategies? Does your audience struggle to understand what you stand for?

Research and Insights

Do you see your brand’s advantage changing? Do you need to leverage both quantitative and qualitative research?

Portfolio and Architecture

Do you need to optimize your brand architecture, clarify if/how brands in your portfolio interact with each other. support a new brand or deal with M&A activity?

Naming and Identity

Can your brand achieve more through a clearer, more meaningful or differentiated identity, new name or way of presenting itself?

Coherent Communication

Does your brand have a well-crafted approach for consistent, focused and compelling core messaging across various audiences?

Sustainability / ESG

What is your role in the climate / social debate? Is it integrated with your business and brand strategies and narrated in a way that is clearly understood by all?

Culture and Engagement

Do your employees need a clear and engaging culture and EVP? Are they aligned with the purpose and brand? Can they work harder to attract and retain talent?

The way we work

With Business Leaders: True transformation is led by the C-Suite. We build trusted relationships with the most influential drivers of change 

Proudly independent: Our independence allows us to operate without conflicts of interest and to work well with private equity firms, other agencies and client partners.

Seasoned Experts: We only have A-teams — all initiatives are actively led by Senior Straightline consultants with 20-plus years of global strategic brand experience.

Long standing partner: Transformation is more fundamental than just modifying a brand’s identity. We provide long-term impact and counsel so most of our client-relationships span many years.

Ruthlessly thorough: We spend a significant amount of time understanding your business, your industry, and macro trends, leaving no stones unturned.

Make it matter: We excel in the art of distilling ideas that demand attention and define direction — across all your audiences.

Boldly honest: We tell it like it is. If we disagree, we’ll say so, nicely, and provide a strategic rationale to support our perspective. We don’t say “yes” just because it’s the easy way out.

“An excellent thought partner—from strategic concept to implementation. Straightline created a differentiated profile for Kekst upon which we have already had many comments from clients, peers and referral sources.”

Jeremy Fielding President & Chief Executive Officer Kekst

“The Straightline team were first rate professionals and partners from start to finish. They were critical to the successful launch of Walgreens Boots Alliance.”

Thomas Sabatino Former EVP, Global Chief Legal and Administrative Officer, Walgreens Boots Alliance

“A great deal of work went into developing the new Endologix brand, but it felt effortless. Straightline delivered something that is unique to Endologix. I am proud to have been a part of it.”

Amanda DePalma Vice President, Global Marketing Endologix

Some examples of our work

See more of our transformative work

Contact us to learn how we can help your brand