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The Brand Union

Full company profile

uuid000dgm7

Namestring
The Brand Union
Legal namestring
Brand Union
Websiteurl
brandunion.com
Company typeenum
Private
Founded yearint
1996
Descriptiontext

The Brand Union is a Stockholm-headquartered brand strategy and design agency founded in 1996, serving enterprise clients primarily in the Nordic region with select international engagements. The firm provides brand strategy, visual identity development, brand positioning, campaign creative direction, and merger and acquisition brand transformation services. Its client portfolio includes high-profile Nordic and global brands such as Absolut Vodka, Scania, NCC, Tre, Carnegie Fonder, AFRY, and Supercell (Brawl Stars), spanning spirits, automotive, telecommunications, banking, engineering, gaming, construction, legal/arbitration, real estate, and consumer goods verticals.

The agency operates on a professional services revenue model, generating income through project-based engagements with corporate clients; pricing is not publicly disclosed and services are quoted based on project scope. The firm describes itself as combining the agility of a boutique agency with the experience of a global network partner, supported by a stated philosophy of hiring "outstanding creatives and strategists". Its go-to-market is sales-led, with new business directed through named contacts (Jonas Andersson for new business, Fredrika Doré for internships and job applications), and it relies on a portfolio of case studies, its website, and an Instagram presence for top-of-funnel marketing. The company is privately held with no disclosed parent company, institutional investors, or funding rounds, and operates primarily from its Stockholm studio at Jakobsgatan 6.

The Brand Union's technology stack consists of standard creative and design tools, with no proprietary platforms, APIs, SDKs, patents, or software products disclosed. Long-term client relationships, notably a 20+ year engagement with Swedish pharmacy-owned beauty brand Apoliva covering more than 250 products, point to strong account-retention capabilities within the core Nordic enterprise base. Catherine Gale is identified as Chief Executive Officer. The firm maintains a Swedish operating footprint with its website listing international client work, including a 140-market masterbrand rollout for Absolut Vodka.

Short descriptiontext

The Brand Union is a Stockholm-based brand strategy and design agency founded in 1996, serving enterprise clients with brand positioning, visual identity, and merger transformation services across spirits, automotive, telecom, gaming, and finance industries.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
501–1,000
akta.pro rankint
HeadquartersLondon, United Kingdom
HQ citystring
London
HQ countrystring
United Kingdom
HQ regionstring
Europe
Markets served

Serves global market

Offices2 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
brand strategy services, visual identity design, brand positioning consulting, creative agency services, brand refresh consulting
Industry4 codes
1MPAAAEAA
CodeMPAAAEAAPrimaryYes
2MPAAAEAB
CodeMPAAAEABPrimaryNo
3MPAAAAAB
CodeMPAAAAABPrimaryNo
4BPAFAEAB
CodeBPAFAEABPrimaryNo
NAICS code1 code
  • 54181
SIC code2 codes
  • 7310
  • 7311
Product category
Brand Strategy and Design Services
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Brand Strategy and Creative Services
TypeProfessional Services
Description

The agency generates revenue through providing brand strategy, visual identity design, and creative services to corporate clients. Services include brand refresh, repositioning, expansion strategies, and merger transformation consulting.

brandunion.com
Marketing channels2 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
GTM typeB2B
B2B
Offering typeServices
Services
Core offering1 text field

The Brand Union is a boutique brand strategy and creative agency that helps ambitious companies refresh, reposition, and transform their brands. The agency develops visual identities, brand positioning, creative campaigns, and merger/acquisition brand transformations for enterprise clients across industries such as spirits, automotive, finance, telecommunications, and consumer goods. It combines the agility of a boutique firm with the experience of a global network partner, delivering close client collaboration, strategic precision, and world-class creativity.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

The Brand Union is a branding agency that offers strategic and creative services for brand development, rather than a traditional product-based company. Their offerings include brand strategy, visual identity creation, campaign development, and creative services across multiple sectors including spirits/alcohol brands, finance, fashion, construction, and cultural institutions. The company combines strategy and creativity to build brands with relevance, distinction, and momentum, helping clients with brand refresh, repositioning, expansion, and merger integration. As an agency, they do not operate a software platform or modular product architecture.

Product and service6 records
1Brand Strategy
2Visual Identity Design
CategoryBrand Design
Description

Development of visual identity systems including logos, color palettes, typography, and design guidelines for corporate brands. Delivered to enterprise clients across multiple industries to create distinctive, recognizable brand expressions.

3Brand Refresh and Repositioning
CategoryBrand Strategy and Consulting
Description

End-to-end service for revitalizing and repositioning established brands to keep them culturally relevant and commercially ahead. Used by large enterprises facing market shifts or scale constraints.

4Merger and Acquisition Brand Transformation
CategoryBrand Strategy and Consulting
Description

Specialized consulting that integrates brands following mergers and acquisitions, creating unified identities from multiple legacy brands. Used by enterprises undergoing consolidation such as the ÅF and Pöyry merger into AFRY.

5Creative Campaign Direction
CategoryCreative Services
Description

Development of creative campaigns including art direction, album design, and bespoke marketing materials. Used by brands such as Little Sis Nora to create new artist images and marketing assets.

6Packaging Design
CategoryBrand Design
Description

Design of product packaging as part of brand identity systems. Used by consumer brands such as Velo to create packaging and visual identity for the nicotine brand.

Scale indicator1 record

Each record includes

Type, Value, Description, Source

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight6 records

Each record includes

Type, Description

Market position
Competitive moat4 records

Each record includes

Type, Details

Key risks3 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers20 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment2 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile3 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles3 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

The Brand Union

Brand Strategy and Design Servicesbrandunion.com

The Brand Union is a Stockholm-based brand strategy and design agency founded in 1996, serving enterprise clients with brand positioning, visual identity, and merger transformation services across spirits, automotive, telecom, gaming, and finance industries.

What The Brand Union does

The Brand Union is a Stockholm-headquartered brand strategy and design agency founded in 1996, serving enterprise clients primarily in the Nordic region with select international engagements. The firm provides brand strategy, visual identity development, brand positioning, campaign creative direction, and merger and acquisition brand transformation services. Its client portfolio includes high-profile Nordic and global brands such as Absolut Vodka, Scania, NCC, Tre, Carnegie Fonder, AFRY, and Supercell (Brawl Stars), spanning spirits, automotive, telecommunications, banking, engineering, gaming, construction, legal/arbitration, real estate, and consumer goods verticals.

The agency operates on a professional services revenue model, generating income through project-based engagements with corporate clients; pricing is not publicly disclosed and services are quoted based on project scope. The firm describes itself as combining the agility of a boutique agency with the experience of a global network partner, supported by a stated philosophy of hiring "outstanding creatives and strategists". Its go-to-market is sales-led, with new business directed through named contacts (Jonas Andersson for new business, Fredrika Doré for internships and job applications), and it relies on a portfolio of case studies, its website, and an Instagram presence for top-of-funnel marketing. The company is privately held with no disclosed parent company, institutional investors, or funding rounds, and operates primarily from its Stockholm studio at Jakobsgatan 6.

The Brand Union's technology stack consists of standard creative and design tools, with no proprietary platforms, APIs, SDKs, patents, or software products disclosed. Long-term client relationships, notably a 20+ year engagement with Swedish pharmacy-owned beauty brand Apoliva covering more than 250 products, point to strong account-retention capabilities within the core Nordic enterprise base. Catherine Gale is identified as Chief Executive Officer. The firm maintains a Swedish operating footprint with its website listing international client work, including a 140-market masterbrand rollout for Absolut Vodka.

The Brand Union firmographics

Firmographics
Name
The Brand Union
Legal name
Brand Union
Website
https://brandunion.com
Company type
Private
Founded year
1996
Operating status
Operating
Headcount range
501–1,000 employees
Short description
The Brand Union is a Stockholm-based brand strategy and design agency founded in 1996, serving enterprise clients with brand positioning, visual identity, and merger transformation services across spirits, automotive, telecom, gaming, and finance industries.
Ownership category
akta.pro rank

Where The Brand Union is headquartered

Location

Headquarters

HQ city
London
HQ country
United Kingdom
HQ region
Europe

Offices2 records

Markets served

The Brand Union business model

Business model
GTM type
B2B
Offering type
Services
Cost components
Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

  1. Brand Strategy and Creative Services: The agency generates revenue through providing brand strategy, visual identity design, and creative services to corporate clients. Services include brand refresh, repositioning, expansion strategies, and merger transformation consulting.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

The Brand Union product offering

Product offering

Core offering

The Brand Union is a boutique brand strategy and creative agency that helps ambitious companies refresh, reposition, and transform their brands. The agency develops visual identities, brand positioning, creative campaigns, and merger/acquisition brand transformations for enterprise clients across industries such as spirits, automotive, finance, telecommunications, and consumer goods. It combines the agility of a boutique firm with the experience of a global network partner, delivering close client collaboration, strategic precision, and world-class creativity.

Product overview

The Brand Union is a branding agency that offers strategic and creative services for brand development, rather than a traditional product-based company. Their offerings include brand strategy, visual identity creation, campaign development, and creative services across multiple sectors including spirits/alcohol brands, finance, fashion, construction, and cultural institutions. The company combines strategy and creativity to build brands with relevance, distinction, and momentum, helping clients with brand refresh, repositioning, expansion, and merger integration. As an agency, they do not operate a software platform or modular product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

  • Brand Strategy
  • Visual Identity Design Development of visual identity systems including logos, color palettes, typography, and design guidelines for corporate brands. Delivered to enterprise clients across multiple industries to create distinctive, recognizable brand expressions.
  • Brand Refresh and Repositioning End-to-end service for revitalizing and repositioning established brands to keep them culturally relevant and commercially ahead. Used by large enterprises facing market shifts or scale constraints.
  • Merger and Acquisition Brand Transformation Specialized consulting that integrates brands following mergers and acquisitions, creating unified identities from multiple legacy brands. Used by enterprises undergoing consolidation such as the ÅF and Pöyry merger into AFRY.
  • Creative Campaign Direction Development of creative campaigns including art direction, album design, and bespoke marketing materials. Used by brands such as Little Sis Nora to create new artist images and marketing assets.
  • Packaging Design Design of product packaging as part of brand identity systems. Used by consumer brands such as Velo to create packaging and visual identity for the nicotine brand.

Companies that use The Brand Union

Customer profile

Named customers20 records

Segments2 records

Ideal customer profiles3 records

The Brand Union technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

The Brand Union partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

The Brand Union competitors and assessment

Company assessment

Market position

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

The Brand Union social profiles

Digital presence

The Brand Union financial estimates

Financial estimate

Revenue estimate

Valuation estimate

The Brand Union leadership team

Management profile

Number of profiles

Profiles3 records

The Brand Union funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

The Brand Union M&A and investment

M&A and investment

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Brand Union

What does The Brand Union do?

The Brand Union is a boutique brand strategy and creative agency that helps ambitious companies refresh, reposition, and transform their brands. The agency develops visual identities, brand positioning, creative campaigns, and merger/acquisition brand transformations for enterprise clients across industries such as spirits, automotive, finance, telecommunications, and consumer goods. It combines the agility of a boutique firm with the experience of a global network partner, delivering close client collaboration, strategic precision, and world-class creativity.

Is The Brand Union a public or private company?

The Brand Union is a private company. It is classified as unknown and is currently operating.

When was The Brand Union founded?

The Brand Union was founded in 1996. It employs 501 to 1,000 people.

Where is The Brand Union based?

The Brand Union is headquartered in London, United Kingdom, in the Europe region.

How does The Brand Union make money?

One revenue line is on record: brand Strategy and Creative Services.

Does The Brand Union have an API?

No public API is recorded for The Brand Union.

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Live signals
GlobeNewswireWPP's Brand Union Promotes Toby Southgate to Worldwide CEOToby Southgate was promoted to Worldwide CEO of Brand Union, WPP's global brand agency, effective July 1. He will manage growth across 24 markets and continue his Americas responsibilities, reporting to Simon Bolton. Southgate joined Brand Union in 2008 and led the acquisition of Epigram in 2014.GlobeNewswireLand Rover Appoints Brand Union as Global Brand Identity PartnerLand Rover appointed Brand Union to develop and evolve its identity system, following a pitch process with six agencies. The agency will create a new identity to support growth in new international markets and develop dual brand guidelines for Jaguar Land Rover.Forbes IndiaSujata Keshavan: We believe the Taj Mahal is beautiful because we are taught soSujata Keshavan, co-founder of Ray+Keshavan, describes her career from a multi-disciplinary design degree at NID Ahmedabad and a Masters at Yale to founding her firm in 1989 and selling it to WPP in 2006. She now runs The Brand Union's India office, working on brand experience rather than logos, and says 90% of her work is invisible to the public.GlobeNewswireWally Krantz Named Worldwide Creative Director at The Brand UnionWally Krantz was promoted to Worldwide Creative Director at The Brand Union, a WPP-owned brand consultancy. He will oversee the agency's 23-office network and has worked on brands like Bank of America and Vodafone. The appointment follows his six-year tenure and prior roles at Landor and FutureBrand.GlobeNewswireThe Brand Union Lures Interbrand Global Executive Creative DirectorThe Brand Union appointed Interbrand's Dyfed Richards as Worldwide Creative Director, Consumer Branding, effective next month. He will work with Dave Brown across 21 offices and report to Worldwide CEO Simon Bolton. The role follows three years of investment in the consumer branding business.GlobeNewswireThe Brand Union Designs "Brand USA" Logo and Visual IdentityThe Brand Union designed the logo and visual identity for Brand USA, America's first global consumer brand, announced at BAFTA. The design features dots forming USA, representing diversity, and is not tied to a single color scheme. JWT will launch a full advertising campaign in March 2012.