Four Principles

Four Principles, an Abdul Latif Jameel business, is a leading management consultancy specialising in lean management and Kaizen principles. Unlike many consultancies, their work extends beyond advisory, with a focus on implementing lean processes, organisational structures, and services that deliver tangible transformation for their clients.

However, the challenges extended beyond visual identity. Strategically, FP were wrestling with a deeper issue: how to articulate who they were, what they truly excelled at, and how they meaningfully differentiated themselves in a market dominated by global consultancies such as BCG, McKinsey and KPMG. Despite delivering work that routinely outperformed much larger competitors, their story and positioning weren’t keeping pace with the impact they were making.

Before any identity work began, we undertook a comprehensive brand differentiation and positioning exercise. This started with an insight-led discovery phase that included competitor benchmarking, market perception analysis, and a detailed review of how FP expressed its value across channels. We then facilitated an in-depth brand workshop with the leadership team, designed to unearth the truths that set FP apart.

What emerged was a powerful, ownable space. Unlike many top-tier consultancies, FP’s senior consultants don’t advise from a distance – they work shoulder-to-shoulder with clients, delivering practical, embedded transformation. Their straightforward, no-nonsense approach had earned them a reputation for honesty and real-world impact. And crucially, the capability within FP was exceptional: a team with the experience, technical depth and implementation expertise that often surpassed their larger, better-known competitors.

This became the foundation of their new brand positioning: a consultancy that combines top-tier strategic intelligence with hands-on delivery; one that rejects generic, off-the-shelf playbooks in favour of tailored programmes shaped by the calibre of its people. FP delivers transformation that is not just designed, but made real.

With this strategic clarity in place, the identity work had a clear direction. As the business matured, clients had organically adopted a shorthand, referring to the company simply as “FP.” While informal, this reflected how the business was truly known in the market. The opportunity was to embrace FP as the official brand identity, while ensuring the evolution didn’t dilute existing recognition or brand equity.

Our task was therefore twofold: protect the heritage that mattered, and align the visual identity with the newly defined positioning. The solution was to build a new wordmark around “FP,” while retaining the most distinctive elements of the original Four Principles identity – its dot system, its unique typographic style, and its established colour palette.

This approach allowed us to evolve the brand without losing familiarity. The FP identity is bold, contemporary, and aligned with the consultancy’s strategic truth: confident expertise, delivered with clarity and impact. It gives FP a flexible, scalable brand asset that works across advisory, implementation, capability-building and communications contexts, supporting the company’s global ambitions.

The result was more than a rebrand. It was a repositioning that captured the essence of FP: a consultancy with the capability of a global firm, the pragmatism of an embedded partner, and the confidence to stand apart from the industry norms. The new brand reflects both how clients had already come to see them – and how FP is poised to grow into the future.