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Transfer Pricing sounds dry; a compliance product you need in order to protect your company from penalties and adjustments. When CrossBorder Solutions came to us we had a big ask on our hands. To create a new brand that felt like a better ‘home’ for your Transfer Pricing needs. We wanted to drive trust, simplicity, personality and cut through, creating a new identity that puts clients at the heart of it. (Unlike the Big 4.) The brand had to embody a new way of thinking about Transfer Pricing - the rational choice. It also had to build relationships motivating multinationals to re-evaluate the ‘same old’ and move away from what they know.
We needed to create a brand that would wake them up to the rational choice. We commissioned illustrator Peter Grundy to develop a look and feel that embodied the bold and unique approach we had defined. We wanted to give a feeling of energy, colour and excitement to a very functional service – breaking the mould - so it feels fresh and challenging, just like CrossBorder Solutions.
The illustrations now take on the duty of enlivening all the CrossBorder Solutions' materials and will continue to do so and will evolve as it shows its effectiveness. The bold approach is using illustration to reflect the heart and personality of the brand, capturing the attention of our multinational company target audience, making CrossBorder Solutions a leader in the field of Transfer Pricing.