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Creating A New Brand for Practus Advisors


Client: Practus Advisors, India & US.


Finance & Business Consulting


Brand Strategy & Re Positioning

Brand Identity Revamp

Logo Redesign

Brand Internal Communications

Brand Engagement Campaigns

Digital Engagement and Application

Practus provides finance and business solutions to corporates through active, hands-on, on-site implementation with innovative use of IT tools delivering measurable improvements in P&L, Cashflow & Valuation Metrics. Working with the Board of directors, CFO's, CEO's and Investors, Practus aims to strengthen their finance process, enhance visibility into their business performance and drive growth and profit for them.


Practus approached us to help them scale up by redesigning their logo and rebranding to position themselves as challengers in their industry with the ability to provide the best solutions and deliver Return on Investment.

The Ask

MyCFO was working with clients pan India but served clients in the US and Middle East markets under another brand name of Practus Advisors. The brand name: MyCFO was not able to fully reflect the array of current service offerings and therefore needed a brand refresh. Taking into consideration the ROI Delivered positioning, and the brand’s aspirations of being a global player, foraying into international markets, they consultes us to create one unified brand, globally: Practus Advisors.


A majority of Practus’ clients are funded startups who had to pivot to keep growing through the pandemic year of 2020. Practus wanted to rebrand itself while serving them. The challenge was to do it in a way that consistently reflects the brand values of Practus across the five continents it served.

The Solution

All our efforts prioritized establishing Practus as innovators, problem solvers and disruptors in the industry; through a streamlined visual language that stood the test of time.


Out of the numerous options, we have narrowed them down to 3 approaches. Each had the logo, the rationale and the elements that go along with it.


Followed by the mood board of visuals/ images that can be used in the respective design approach. Wherever possible, we have tried to relate it to one or two specific Practus Values as well.


We picked the best approach out of them. This was

the Tic-Tac-Toe approach- which directly correlates to Problem Solving.

The Evolution of the Practus Brand



we are a challenger brand




articulation of solutions


in our outlook


in our efforts


deep expertise in what we do



proactive and quick to respond to changes and disruption

Several Approaches


Our chosen approach,
here's why it worked really well:

Practus Advisors needed a new logo & identity for itself based on a new niche go to market strategy. The mandate was to create a brand-new visual identity system, in keeping up with this change of positioning. We chose the Tic Tac Toe game: the logo represents the ability to take challenges head-on with a focus on the outcome. Similar to the permutations and combinations used to solve the puzzle, Practus endeavours to solve client problems with a goal-oriented approach. 


Presentation Design

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