Sia Partners rebrands as Sia and introduces ‘optimists for change’ tagline

Dropping the ‘Partners’ from its name, global consultancy firm Sia has simplified its name and refreshed its brand identity with the launch of a new tagline. The motto, ‘Optimists for Change’, aims to highlight how the firm’s positive approach helps to achieve results for its clients worldwide.
Headquartered in France, Sia boasts more than 3,000 employees, working from 50 offices in around 20 countries. The management and technology consultancy serves over 1,000 clients in a range of sectors, providing expertise including strategy, organisation, finance, risk, compliance, marketing, innovation, cyber, data, and digital transformation.
After operating for 25 years as a partner-owned business, Sia last month unveiled a bold new growth plan for the coming years, bringing Blackstone on board to help supercharging those ambitions. The private equity giant will invest around €250 million in Sia, which in turn will use that capital to expand into new markets and sectors, beef up capabilities, and continue its buy-and-build campaign.
Less than a month into its next chapter, Sia has already taken a major step with an overhaul of its branding and identity. While most firms would have spent millions on a fancy marketing agency, Sia founder Matthieu Courtecuisse was honest to acknowledge how the firm took a pragmatic – but ingenious – approach to its refresh.
A serendipitous tale
“Recently I was talking about our brand with our COO [Sandrine Carreau] and our Creative Director [Richard Colbourne],” he stated in a LinkedIn post. “Richard said, ‘We need something new’. “What are you thinking?” I asked.”
According to Courtecuisse, “He looked at my glass. It was half full. Then he glanced out of the window. The sun was behind the clouds, giving them a silver lining.” It was then that he suggested shortening the company’s name by dropping ‘Partners’, and positioning the company as “optimists”, while using “light to express how our positive approach delivers results for our clients” – something which Carreau immediately agreed to, telling the CEO “Matthieu, you have no choice.”
However, much truth there might be in that serendipitous tale – Courtecuisse conceded that “it’s impossible to know where” ideas like that really come from – the new corporate identity tells an important story about the direction of the firm, and the market it is serving.
2025 is serving up huge changes and challenges to companies of all industries – with shifts in government and regulatory policy, a changing climate and supply chain disruption, and of course the continued hype around the rapid advances of AI meaning nobody can afford to stand still for long.
But while that might seem daunting to many organisations, a video accompanying Sia’s new identity explains that it reflects how the firm views change. Not just as a hurdle to clear, but an “extraordinary opportunity”, with Sia seeing optimism as its “force multiplier, amplifying innovation” and “unlocking new potential”.
Changing in an optimistic manner
To that end, another statement from Courtecuisse added, “As AI, climate change and cyber threats bring new challenges and opportunities, Sia is well positioned to help our clients respond. We are a next generation consultancy, born digital, augmented by data science, enhanced by creativity and driven by responsibility.”
“Our positioning of ‘Optimists for change’ reflects our ‘Can do’ attitude. We know that our clients value our skills and they appreciate our positivity. Our expertise can deliver results and our optimism can transform outcomes.”
The consulting firm last overhauled its identity in December 2020 – including some changes which Sia has carried into its latest form. Then, the company formerly known as Sia Partners looked to reassure its customers with the new tagline of ‘Design. Reshape. Reboot’ – which a release from the company suggested would help encourage clients to be the “owners of their post-Covid transformations, while offering to be their partner of choice”.
The 2020 logo was also billed as a departure from the previous one, with the black and green colours – still present in the new-new emblem – said to be “bolder, more decisive and digital”. At the same time, the logo shifted from lower to upper-case, which the firm said illustrated “the resilience” of a company that still managed to grow by 19% amid the lockdown months.