Redefining EY Global Financial Services' Value Proposition

Challenge: EY is a global leader in Financial Services - but the way the business articulated its value didn’t reflect that leadership.

They needed to define it more clearly - and express it in a way that would engage clients, align leaders and scale globally.

Solution: Working with senior leaders, I led the development of a new value proposition, tone of voice and narrative framework - helping them to define who they are and why they matter.

Impact: The work drove a step-change in how EY Financial Services communicates - improving clarity, consistency and alignment.

It introduced a more distinctive way of expressing the role Financial Services plays in the world - captured in lines such as:
“No other industry touches so many lives or shapes so many futures.”

The thinking proved scalable beyond Financial Services, influencing the evolution of EY’s wider global messaging, including their current tagline: “Shape the Future with Confidence.”

Role: Strategic narrative lead and advisor, writer