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Cutler

From logo to leadership brand

Cutler had strong leadership and clear growth ambitions — but externally, the brand did not reflect that strength. Beyond a logo, there was no defined positioning, messaging architecture, or audience strategy. As the firm sought to attract top talent, candidates lacked the context needed to understand who Cutler was, what differentiated it, and why it was a compelling place to build a career.

Defining the strategic foundation

Current led a comprehensive brand and messaging workshop with Cutler’s leadership team to clarify the firm’s market position and future direction. The engagement established:

  • Clear, defensible differentiator
  • A defined value proposition
  • Audience-specific messaging frameworks
  • A consistent voice aligned with leadership ambition

The outcome was more than refreshed language — it was a strategic positioning platform that leadership could confidently stand behind.

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Building a cohesive brand system

Current developed a full brand refresh and messaging framework integrating visuals, language, and audience-specific messaging into a unified system.

Following that foundation, Current partnered with agency collaborators to design the information architecture and creative direction for a new website. The structure ensured that prospective talent could quickly validate Cutler as a legitimate, growth-oriented firm and desirable place to build a career.

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“We knew we needed more than a logo. We needed a story that matched where we’re going as a firm. Current helped us define that story in a way that feels authentic to our team and compelling to the market.”

— Michael Thursby, COO, Cutler

Strategic impact without enterprise-level cost

The scope of work — brand strategy, messaging architecture, positioning platform, and website direction — would typically require a $50,000–$100,000 external agency engagement.

Through Current, Cutler gained a comprehensive, market-ready brand platform without incurring that standalone investment, accelerating its ability to compete for talent while preserving capital for growth.

45

2k

Employees

24

States

80

Clients

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