Context
Execution Edge is a business consulting and performance coaching firm helping organisations build the operational capability to execute strategy. The company engaged Mcafan to develop a full brand platform and visual identity system from the ground up.
The Challenge
Business consulting brands in Nigeria tend to look and sound interchangeable, with generic authority signals and no differentiated personality. Execution Edge wanted a brand that communicated urgency and outcomes without the corporate blandness that defines most players in the sector.
Our Approach
Mcafan built the brand platform on the Sage and Creator archetype combination, reflecting the firm's dual identity as a knowledge authority and a builder of capability. The tagline "Taking You There" was developed as a directional, outcome-focused brand promise. The crimson color palette was chosen for its associations with energy, precision, and decisiveness.
Scope of Work
- Brand purpose and positioning
- Brand personality framework
- Sage-Creator archetype development
- Tagline development (Taking You There)
- Visual identity system
- Color palette and typography
- Brand application guidelines
Outcome
Execution Edge launched with a brand platform that differentiated them clearly in the Nigerian consulting market, anchored in a tagline with genuine strategic resonance.
The brand Mcafan built captures exactly what we do and how we do it. Taking You There is not just a tagline. It is our operating promise.
Founder, Execution Edge
