Challenge
The team behind Fierra set out to create a boutique leadership and talent advisory firm for consumer sectors. They needed a name and brand that could establish its credibility from launch without falling back on the familiar tropes of executive search.
Claiming expertise wasn’t enough: the brand had to demonstrate Fierra’s understanding of the consumer landscape and the forces shaping it, while reflecting the humility of the people behind the business.
Outcome
Together, we created Fierra, a coined name drawing on associations with the marketplace, strength and pride. It captures both sides of the business: a deep, personal understanding of consumer sectors around the world and the expertise and judgement to offer a clear point of view on leadership decisions at the most senior levels.
We developed a voice that is considered, straightforward and joyful. It gives Fierra a more direct way to communicate, free from the jargon often found in executive search, while reflecting the team’s genuine passion for the sector and its people.
The visual identity builds on the idea of a marketplace. A typographic wordmark makes a feature of the double ‘r’, while its full stop comes to life as a flexible circular device. Used to frame imagery from across the consumer landscape, it allows Fierra to show the immense breadth of the sectors it’s immersed in through one visual device.
Results
In July 2026, Fierra launched with a distinctive name, identity, voice and website that reflect the team’s experience and point of view, giving the brand a clear positioning as experts in the global consumer sectors.
