Defining the next chapter for Founds Group

Founds Group partnered with Courts at a pivotal moment in the business. Formerly known as CJ Founds Associates, the consultancy had grown in scale and ambition — and needed a brand that better reflected who they were becoming.

Our approach

A brand in clear focus

Working closely with the leadership team, we helped define a clear brand strategy rooted in Founds Group’s purpose: improving communities and the lives of the people who rely on them. The work focused on clarity, alignment and confidence — creating a foundation that supports growth while staying true to what matters most.

Defining the core message

We began by clarifying what Founds Group needed to stand for — not just what they do, but the role they play in shaping outcomes. Through close strategic collaboration with the leadership team, we defined a clear core message: Shaping Futures.

The outcome

The brand project gave Founds Group a clear, confident foundation for growth. It aligned teams around a shared narrative and provided a flexible system that supports consistent communication across bids, stakeholders and everyday use. Most importantly, it shifted the brand from describing services to expressing impact — reinforcing Founds Group’s role in shaping long-term outcomes for communities.