Case Study

Thoughtworks: Creating A New Brand Identity

March 14th, 2022
With contributors:
Jennifer Ross , Jennifer Zhang , Kate Pierpont


A brand’s messaging, positioning, and visual expression permeates all aspects of a company’s go-to-market activities, and often endures for many years. As a result, one of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand identity. In this case study, we describe how Thoughtworks conducted a rebrand by using an agile approach and an extended internal team.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.