Creative Director Norrie Syme
ArMur Consulting, a global leader in operations strategy and execution, has delivered over $3 billion in client value across industries including Manufacturing, Chemicals, Mining, Energy, and Private Equity. During a pivotal transition, the firm needed a bold new identity to reflect its evolution from Audere Partners. We partnered with ArMur’s CMO to lead a full brand transformation—one that aligned with the firm’s legacy of impact while supporting a confident path forward.
“ArMur”—a combination of founding directors Armistead and Murdoch—was chosen to represent continuity, partnership, and protection.
Safety, their core value, became central to the brand message, reinforced by themes of collaboration, innovation, and integrity. A new visual identity, tagline, and messaging system were developed to reflect the firm’s operational excellence and strategic ambition.
Positioning focused on differentiating ArMur from traditional consulting firms by emphasizing hands-on execution, data-driven strategies, and long-term operational results.
A clear, structured language system was created to speak to both technical and executive audiences—reinforcing trust, precision, and value.
The visual system was designed to feel bold, modern, and professional—balancing strength with clarity.
The visual system was designed to feel bold, modern, and professional—balancing strength with clarity. Supporting brand collateral included business cards, letterhead, email signatures, branded articles, and a pitch deck that introduced ArMur’s services, client results, and industry specialties. A one-pager was also created for quick executive reference.
To meet budget and timing constraints, website development was rolled out in two phases
Phase 1 launched a four-page foundational site, providing a strong digital presence with core pages (Home, About, Services, Contact).
Phase 2, launched three months later, expanded the site into a robust platform featuring:
12 capability-specific landing pages, a searchable case study library, an Insights hub with over 30 leadership articles
The phased approach allowed for early data tracking, enabling strategic expansion and measurable performance improvements
Comparing three months of traffic before and after Phase 2, the expanded site delivered:
+605% increase in new users
+315% increase in engagement rate
+425% increase in user interactions, particularly with case studies and thought leadership content
Analytics revealed that 75% of user activity was tied directly to the capability-specific landing pages—enabling targeted retargeting campaigns that deepened user engagement and increased conversion potential.
