Jensen Hughes

Supporting their global acquisitions, seamlessly integrating them into the corporate brand

Project Overview

We started working with Jensen Hughes in 2019 after they purchased JGA and IFIC Forensics in the UK + Ireland and wanted local brand expertise to support their rebranding as Jensen Hughes. Since that time we have worked with them on similar acquisitions in Belgium, Australia and South Korea. Our role is to work alongside the American corporate Integrations and Marketing teams, while also understanding the local perspective and needs of the acquired company. It is under the banner of 'Global Reach, Local Presence.'


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Services Provided

Strategy + Roadmap

Research + Planning

Project Management

Rebranding Integration



Business Objectives

The primary goal for Jensen Hughes is to seamlessly integrate acquisitions into the corporate brand. They were acutely aware that if the process was handled badly it could negatively impact the local business, both with client relationships and internal morale. The objective is not only to ensure that clients viewed the change as logical and well managed, but that the rebranding kept the internal team fully informed and committed.

"“Luna understood our core needs, was able to listen to our challenges and create a step by step roadmap to help rebrand our acquisitions. They demonstrated experience and guidance that has been very effective throughout the process. Working with Luna has truly been a pleasure”.  "

Bonnie Shepherd

Senior VP Marketing, Jenson Hughes

What Did We Do?

The branding work for Jensen Hughes is a complex mix of brand strategy, detailed planning, creative input and project management. During the first phase of work we constructed a Brand RoadMap to give structure to each new integration, which includes an initial co-branding phase after the purchase (e.g. SAFire | a Jensen Hughes Company.) We project manage each acquisition in the final phase of rebranding when they change name and branding to become Jensen Hughes in their local market.

Our branding support to their Corporate Team is focused on: Discovery (local focus, messaging), Marcomms (client, market), Digital (website, social) and Internal Branding (staff input, comms.)

Deliverables Achieved

The key deliverable in M&A integration work is to make it seamless. Nobody wants their business disrupted, to lose good people or upset key clients. The process of changing a well established brand and becoming part of a global entity is not easy. It has both practical and emotional elements that need to be managed. Luna is expert in this process which is why we have a long term relationship supporting Jensen Hughes in the rebrand integration process of their acquisitions across the globe.

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What’s Possible For Your Brand?

We approach every new M&A brand project as bespoke. The business and market context is different for every client and we tailor each one to reflect this. Our expert capability ensures that we construct a brand strategy and plan whether you are unsure what your brand structure should look like post-M&A or you have a clear strategy and need support implementing it effectively.

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