“What if” can seal the future
Finding a shared conviction: the secret to a successful brand strategy for consolidated businesses.
For nearly a decade, WSP — an international consulting firm for professional engineering services — focused on expansion through a series of mergers and acquisitions that saw 100 independent firms and brands, with 40,000 employees across 40 countries, trying to operate as one entity, and often pitching for and delivering new business as one entity. Leadership at WSP saw an urgent need to uncover and articulate a new positioning that would unify its large and fragmented workforce.
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_logo_animation_1000px.gif?mw=325&hash=52EDA17E41C121D6C369C17C2C9F8F58 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_logo_animation_1000px.gif?mw=400&hash=57ED2E98434671B2F5DD71C867553394 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_logo_animation_1000px.gif?mw=500&hash=4F4B70EEDC515CF956EC7E00C6407BF9 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_logo_animation_1000px.gif?mw=750&hash=6248277A25033607DDB0C2A092997FFA 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_logo_animation_1000px.gif?mw=1000&hash=1604745F865FA67596A3AED1118D9E4C 1000w)
Uncovering meaning to create connections
Every leader and engineer we spoke with had a profound sense of accountability toward the future. It was not a nebulous ideal, but rather a feeling of commitment to making communities, cities, and environments thrive. This belief was powerful, and even more so given the natural, noble humility that permeated each business WSP had acquired.
They believe that for societies to thrive, we must all hold ourselves accountable for tomorrow. We articulated their purpose by declaring that we exist to future-proof our cities and environments.
This core belief wasn’t only true and motivating for employees — it was something shareholders and future clients could latch onto.
“Articulating and then expressing the belief that unites consolidated businesses helps a brand grow to its full potential.”
Elana Gorbatyuk, Chief Strategy Officer,
Partner, Sid Lee
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_brigde.jpg?mw=325&hash=0536BF2D40450152051D9B805D6FD5E9 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_brigde.jpg?mw=400&hash=08EA8F4BAA1D6F08075E17F0414A46A2 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_brigde.jpg?mw=500&hash=496D715C0F5DDC3D8C4ACAE03C6E7474 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_brigde.jpg?mw=750&hash=7889975095327A1F80BC2986DA164783 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_brigde.jpg?mw=1000&hash=8E408725DA6025CDE55FFD4F5CE346E7 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp-eolienne.jpg?mw=325&hash=A82C9F20157DE0DFC35E8AB73F319557 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp-eolienne.jpg?mw=400&hash=45C8D1D7281874C4C5A84DD3AFB7C95A 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp-eolienne.jpg?mw=500&hash=8031497ECA095387EDA60D43CC07E1D8 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp-eolienne.jpg?mw=750&hash=838BC127CCC354DA2221815B3AB11F93 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp-eolienne.jpg?mw=1000&hash=923026B6B9A179DE5ACA3C13FBBA9BD4 1000w)
Question today. Imagine tomorrow. Create for the future.
We learned that when the well-being of societies and their economic value is at stake, at WSP, questions were perhaps the most powerful tool to get to answers to these complex global problems. Thus, the brand idea thus became: “what if” can seal the future.
“What if” can seal the future
“Creatively, what we wanted to do with this visual platform was bring in an open optimism for the future — but in a profound way.”
Simon Chénier-Gauvreau, Creative Director, Sid Lee
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_airport.jpg?mw=325&hash=843B7E66012D8D552E6C9E63970C65E4 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_airport.jpg?mw=400&hash=4F56E5CBFBC8B1CBB0E2166B4DF621E4 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_airport.jpg?mw=500&hash=25CB6635FFC7DBB6B630CE1D57D284D5 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_airport.jpg?mw=750&hash=C524B96BC2892984CAC8AB8FC049F466 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_airport.jpg?mw=1000&hash=C9B91C4A2C456CF1E92481B123ADFB86 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_full.jpg?mw=325&hash=2C12EDCF375CD5CD37FA32376FD45822 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_full.jpg?mw=400&hash=7865AA4DEBF19AE655E272F07A276DA2 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_full.jpg?mw=500&hash=4102587069FF23CDBE7A55FA36375978 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_full.jpg?mw=750&hash=BB32AF165D30166F0001A9C86CF7B862 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_full.jpg?mw=1000&hash=52EEB900BD3D4E374D4603977172AE49 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small.jpg?mw=325&hash=FEFAC7357997582DF1698A81A2C5C1D6 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small.jpg?mw=400&hash=889072012FDFE484A7D5430B76D40D49 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small.jpg?mw=500&hash=45F66E9AB0ACE646671D5114D4F26BCB 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small.jpg?mw=750&hash=8EE3B1F16FA42EABCA4ADFEDFF3A9158 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small.jpg?mw=1000&hash=C3E67CE2EA17CB2C05345EDE42225381 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small2.jpg?mw=325&hash=4777379F1E7C45D6490E2F69019F9BD4 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small2.jpg?mw=400&hash=9B3C8121791FDA7BB7F1E8EB4D566BA8 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small2.jpg?mw=500&hash=72D8DBC72ED034F09BCA1DF8848A76C7 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small2.jpg?mw=750&hash=8E64C41919C419CBF2C2904F28D3008E 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_1-book_small2.jpg?mw=1000&hash=3446A485550A8F73E964D5738FF83983 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_stationery.jpg?mw=325&hash=E1505DFA996E26C77F5D789B25A81CF3 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_stationery.jpg?mw=400&hash=97CFCDC8C05BE33069FD6BB16710E82D 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_stationery.jpg?mw=500&hash=E205CC5F7FA221C3774D59E9A7DA4381 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_stationery.jpg?mw=750&hash=F05065E81CA7942671A82D63347DD76F 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_stationery.jpg?mw=1000&hash=B322ED51505EBC2494DB2FA07EA5DFAC 1000w)
Develop the tools that make it easy to come together
Having no barriers to solving future issues, the website and app focused on talent and how they might work together. Tools and models were likewise oriented on questions and future-proofing.
Their brand story was told by their people through questions and a call-to-action that signaled pride and a challenge simultaneously.
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/wsp_desktop_2.jpg?mw=325&hash=75ED23FC13862748185FCCEE0C5B9CFA 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/wsp_desktop_2.jpg?mw=400&hash=2E1F064EA4C4503FF410C9D605A10367 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/wsp_desktop_2.jpg?mw=500&hash=5BD6BF9EBA7038141052E234D3F5CF73 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/wsp_desktop_2.jpg?mw=750&hash=F96E3F9460EC80218BD10023BF89273E 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/wsp_desktop_2.jpg?mw=1000&hash=291E2BE802E0B5000327091891C4BF7C 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_mobile.jpg?mw=325&hash=2FE36D8C0A92003871149C30D43194EC 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_mobile.jpg?mw=400&hash=7FDA55C6ACA1B3C9AC6335AA4E391203 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_mobile.jpg?mw=500&hash=3E0BE1E269B7A8955FD4C9D5A84214FC 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_mobile.jpg?mw=750&hash=9EB71F3915CF3ED77B0CB5AAA32778F9 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_mobile.jpg?mw=1000&hash=5FC8C43D68CE05F8DE492CD0490B3615 1000w)
Ultimately, WSP’s new identity united and re-united a broad workforce with a singular belief they all happened to share
WSP went from multiple independent entities to a united company with a shared purpose and a shared vision. Focusing on the brand to create cohesion and synergy was an efficient strategy, and one that grew revenues, shareholder value and employee engagement.
Net earnings rose by 18.8%.
Basic earnings per share rose by 12.7% compared to 2016.
The employee engagement rate rose by 32% across all markets.
WSP’s workforce is now 46,000 strong.
![](https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_insta.jpg?mw=325&hash=C438B9D314725182F68ED4F56BDFE8DE 325w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_insta.jpg?mw=400&hash=33E957915858BEE4B578C0FCC45265A8 400w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_insta.jpg?mw=500&hash=B5F67DCD1F553A4771BD9191CFBB5890 500w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_insta.jpg?mw=750&hash=6DB8A89819971D4868DC91C457281916 750w, https://cdn.sidlee.com/-/media/sidlee/work/wsp/branding/wsp_insta.jpg?mw=1000&hash=CD8F72E6A336FBF7FF4A29DA6F2F606E 1000w)