A brand transformation to capitalize on explosive growth

Bluewolf is a global consulting agency and a cloud consulting pioneer. As the business continued to innovate and deepen their reach with global clients, Moving Brands was engaged to support in ensuring the business did so in a modern, sophisticated way.


Already established as the leading business consultancy in the Salesforce ecosystem, Bluewolf sought to communicate its strengths beyond the CRM platform. Bluewolf engaged Moving Brands to help position the business, create a brand system and craft a communications language to reflect this new, broader offer.




After interviewing and workshopping with key stakeholders and customers, we worked closely with Corporate Marketing to reposition the business. We saw two prevalent themes within the organization — a passion for providing customers with the most value from future-facing technologies and the instinct to begin problem-solving and customizing solutions on the spot. These core themes became the heart of the Bluewolf story: It’s always now.

The visual identity system articulates the Bluewolf story, beginning with a refined custom stenciled wordmark designed to feel established, while conveying an actionable sense of immediacy. Graphic elements and the color palette were directly inspired by Bluewolf’s prolific internal whiteboarding culture.

Simple, direct and full of personality, the brand identity works flexibly in small scale digital applications as well as at a very large scale, cutting through in the many events and conferences the business attends. The identity also works in analog; the icons and color palette form a toolkit that consultants can use in-person with clients.  

The external messaging we created ties together this punchy visual system with the action-driven messaging; communications are snappy, exciting and reflect the ‘get it done’ vigor of working with the Bluewolf team.



The new brand launched with the release of Bluewolf’s 2015 State of Salesforce report and a massive presence at Dreamforce in San Francisco. Visitors to the newly designed website will benefit immediately with a better understanding of how Bluewolf’s eyes-on-the-future/boots-on-the-ground can help them find the perfect solutions to drive business outcomes at exactly the right time.

Bluewolf was acquired by IBM for about $200 million in March 2016.