In a thirty-second spot for the leading US tax consulting firm, McGladrey—known as RSM internationally—we created a seamless brand transition in which the identity of the US company dissolves under the banner of its global network, RSM. In a vitreous transformation that evokes an ever-evolving global financial district, the McGladrey logo is seen in detail as a crystalline cityscape that effortlessly grows, building on itself, and finally revealing itself to us anew as RSM. A sleek, visual metaphor for the growing businesses and thriving industries worldwide that RSM helps to move forward every day.
Agency: Luquire George Andrews
Production Company: PASSION NEW YORK
Postproduction Studio: Sehsucht, Hamburg