CJ Founds Associates is Now Founds Group: A Brand Built to Shape Futures
We’re excited to share the launch of the newly reimagined Founds Group — marking a bold next chapter for the consultancy formerly known as CJ Founds Associates. This rebrand reflects a deeper commitment to growth, innovation, and creating smarter, more sustainable places where communities thrive.
We partnered with the Founds Group leadership team at a pivotal moment to define and refine their brand strategy and identity, helping them articulate not just what they do, but the impact they create.
Why the rebrand matters
Founded by Chris Founds nearly a decade ago, CJ Founds Associates built a reputation for delivering high-impact advisory and programme services across digital infrastructure, highways, transportation, and regeneration sectors. Over time, the company’s skills, ambition and role in shaping future-focused projects outgrew its name and identity — and it was time for a brand that matched its evolving purpose.
The new Founds Group brand signals a refreshed commitment to creating smarter, more sustainable places — from digital transformation initiatives to infrastructure projects that enhance connectivity, wellbeing, and long-term community outcomes.
Our strategic approach
We began with the belief that strategy comes first: before visuals, before messaging — we started with clarity of purpose.
- Working closely with leadership, we grounded the brand in Founds Group’s core purpose: improving communities and the lives of the people who rely on them.
- We prioritised clarity, alignment and confidence — designing a strategic platform that would support growth while staying true to what matters most.
- Through collaborative discovery, we distilled a clear core message — Shaping Futures — giving the brand a narrative that expresses impact, not just description.
What the new brand delivers
The outcome of this work is a brand with:
- A confident foundation for growth — reflecting Founds Group’s expanded capabilities and ambition.
- Aligned team narrative — uniting leadership and stakeholders around a shared purpose.
- A flexible identity system — supporting consistent communication across bids, client engagement and everyday use.
- Impact-driven storytelling — shifting the brand from service-centric language to community-focused outcomes.
Together, these elements help Founds Group stand out in a complex consulting landscape and articulate the difference they make — not just the services they deliver.
Looking ahead
This rebrand equips Founds Group with a strategic narrative and identity built for the future — one that reflects their purpose, inspires teams, and resonates with clients and communities alike. It’s more than a new name or look — it’s a foundation for ongoing growth, influence and impact.
