Case Study: MFMS Group builds a global unified brand with Underscore

MFMS Group unifies 10 jurisdictions and $60M in fees with Underscore

MFMS Group, a privately owned international professional services group, faced a challenge as it grew in scale and complexity. Its constituent firms were viewed by clients as a single entity but lacked a unified brand identity to reflect this, especially with an imminent organizational restructuring. The vendor, Underscore, was brought in to provide a strategic review and brand strategy service to address this core issue.

Underscore developed a new brand identity, uniting the group's heritage under the single name MFMS Group and creating a coherent visual language. This rebrand provided a shared platform to communicate values and strengthen collaboration. The solution included a new multi-site digital presence and an internal and external launch. As a result, MFMS Group successfully relaunched with a clearer identity, fostering greater collaboration between its over 400 staff members and supporting its $60M in fees under management.

MFMS Group