Building a Global Consulting Brand for Long-Term Growth

Since 2014, Black Tie Creatives has partnered with Bâton Global to build a brand that reflects the firm's expertise, credibility, and global reach. What began as a branding and website engagement evolved into a long-term creative partnership spanning more than a decade, supporting the firm's continued growth through multiple website generations, strategic marketing initiatives, photography, collateral, and digital experiences.

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As Bâton expanded its consulting services and international footprint, our role grew alongside it helping transform complex ideas into clear, compelling experiences that resonate with organizations around the world.

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The Challenge

Bâton Global's expertise lies in helping organizations navigate leadership, organizational transformation, and culture change. While their consulting work is highly customized, communicating that value to prospective clients required a more intentional and scalable approach.

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The challenge wasn't simply designing a better website. It was creating a brand experience that clearly communicated expertise, simplified complex service offerings, and positioned the company for continued growth.

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Brand Evolution

Over the course of our partnership, Black Tie helped guide multiple phases of the Bâton Global brand.

Our work included:

• Brand identity refinement
• Website strategy and UX
• Webflow website design and development
• Marketing collateral
• Presentation and proposal design
• Professional photography
• Brand messaging
• Ongoing creative support

Every update was designed to strengthen the firm's credibility while maintaining consistency across every client touchpoint.

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Productizing Expertise

One of the most strategic initiatives centered around productizing Bâton Global's consulting services. Rather than presenting every engagement as a custom consulting project, we worked with the leadership team to organize and package their expertise into clearly defined service offerings. This included:

• Consulting on service positioning
• Structuring offerings around client needs
• Developing messaging for each solution
• Building new website architecture
• Designing supporting marketing collateral
• Improving customer journeys throughout the website

This work helped prospective clients better understand Bâton's capabilities while creating a more scalable sales and marketing process.

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Website Transformation

Following the original website launch, Black Tie later led a complete redesign and redevelopment in Webflow. The new website introduced:

• A modern visual identity
• Expanded service pages
• Improved user experience
• Simplified navigation
• Custom photography
• Flexible CMS architecture
• SEO-focused page structure
• Responsive Webflow development

The result was a digital experience that better reflected Bâton's expertise while providing a platform built for continued growth.

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Photography & Brand Storytelling

To complement the new website, Black Tie directed and captured professional photography focused on the people behind the organization.

Authentic imagery replaced generic stock photography, reinforcing Bâton's collaborative approach and creating a more approachable, human-centered brand experience.

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Results

Through more than a decade of collaboration, Black Tie helped Bâton Global evolve from a growing consulting firm into a polished international brand through:

• Multiple website redesigns
• Strategic productization consulting
• Webflow development
• Professional photography
• Marketing collateral
• Brand refinement
• Ongoing creative strategy

The result is a cohesive brand that communicates expertise, supports business development, and continues to evolve alongside the organization.