OHMY rejects consultancy neutrality in Sprint Valley’s rebrand

Consultancy branding tends to retreat into neutrality. The bigger the clients, the smoother everything gets – colours muted, edges rounded, personalities sanded down until nothing remains that might cause friction. Sprint Valley, a behavioural science-led consultancy that works with leadership teams at Nike, McDonald’s and other international organisations, wanted the opposite. After eight years and more than 200 projects, they had sharpened their understanding of what they do and who they help. The brand needed to catch up. As a result, UK-based design studio OHMY developed an identity centred around a specific sensation: the transition from friction to flow that occurs when teams overcome obstacles. The central idea – taking teams from stuck to unstoppable – drives every element of the system, from a shape language that embodies forward motion to a colour palette lifted directly from the collaborative tools Sprint Valley uses daily. The shape system emerged through extensive experimentation. Founder & Creative Director Joe Burke and his team tested different forms and behaviours before landing on something that could appear, repeat, rotate and lock into place across applications. That repetition carries meaning. “It represents momentum and progress, rather than a single static idea,” Burke explains. “That mirrors how Sprint Valley works in practice. They help organisations get unstuck, reframe problems, and move forward.” The shapes start in motion and resolve into alignment – things shift, click together and settle as the right methods take hold. The colour palette draws from an unexpectedly specific source: post-it notes. Sprint Valley operates heavily in collaborative environments, often within tools like Miro where bright sticky notes organise thinking during workshops. Those colours already carry associations for the people Sprint Valley works with – they signal brainstorming, decision-making, active participation. “By drawing exclusively from that palette, we’re connecting the brand to familiar facilitation behaviours,” notes Burke. The resulting tones feel energetic without tipping into chaos, their vibrancy grounded by the strategic context they reference.