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Year: 2007


Ambit RSM had divested RSM and renamed itself Ambit: an appropriate time to define clearly what this investment bank brand stood for.

Research analysis and insight

Research among clients showed that Ambit had “an intuitive understanding of the business environment which helped it create simple solutions to complex problems.”

Communication solutions

The ideantity™ comprised an abacus in the shape of the letter a: a for Ambit. Because the abacus is a tool that allows trained users to intuitively perform operations at astonishingly high speeds. chlorophyll then created signage, brochures, a website: all communication including the launch ad.

Behavioural solutions

chlorophyll trained all employees in using the abacus; conducted a quiz about abacuses worldwide; and explained to all employee groups why Ambit was unique in being intuitive!