Joint venture
Stronger together. Fiercer in market
When businesses join forces, they unlock what neither could alone: new markets, fresh capital, sharper expertise, faster growth. But that potential needs harnessing and focus.
Most JVs stumble on fault lines created by clashing cultures, competing agendas, and leaders pulling in different directions. That’s where value leaks away.
The fix is simple, but never easy: alignment. A shared ambition, a vision everyone believes in, and decisions made with a shared voice. Get that right, and your JV is a force that will move markets.
Our joint venture branding services – strength in unity
Move faster and go further with aligned leaders, connected cultures, and decisions that move as one.
Bring leaders together
Success starts with alignment. Define clear priorities and unite leadership around a shared vision.
Build an independent brand
Signal strength and confidence to the market with a bold, independent brand that inspires trust.
Shape a culture people believe in
Define shared values and create a culture that connects and motivates. Something new that people are proud to be part of.
Accelerate sustainable growth
When strengths and perspectives align, innovation sparks and new markets open, brought to life through sharper digital experiences. That’s how growth becomes sustainable.
From partnership to power
Most joint ventures fail when alignment fails. We’ve helped leaders cut through conflict, unite around a clear vision, and turn partnership potential into powerful market forces.
OneSubsea: creating the new world leader in subsea technology
OneSubsea brought together SLB, Aker Solutions and Subsea7 in a joint venture spanning subsea technology. A bold, independent identity gave the new business a clear role of its own, distinct from any one parent company.
When to bring in a joint venture branding agency
Most joint ventures are announced before anyone’s agreed what the business actually stands for. If any of this sound familiar, it’s time to talk.
Leaders often sign the deal before agreeing what the combined business stands for. We help partners align on the story before the announcement goes out, not after.
A joint venture that looks like one partner’s brand with a new logo rarely earns trust. We build an identity independent enough that both sides recognize themselves in it.
When two boards pull in different directions, the venture stalls before it starts. We help leaders align on a shared vision and a shared voice, fast.
Joint ventures often need to launch before a traditional brand process would finish. We work at the pace the deal demands, without cutting the alignment work that makes it stick.
Don’t just take our word for it
With Brandpie we have developed an identity that demonstrates the agility of Capgemini. In this age of digital interactions, handwriting our name emphasizes our humanity and that clients can trust us.
Virginie Regis Chief Marketing and Communications Officer, Capgemini
I have always been impressed by Brandpie’s ability to generate fresh ideas, navigate ambiguity and deliver real business impact. The work they do continues to play an important role in bringing our purpose, ambition and strategy to life for our people.
Alun Metford Internal Communications Director, AstraZeneca
We achieved greater leadership alignment in two days than we’d have done in six months using a traditional approach.
Kevin Michielsen CEO, Watermark
With Brandpie we have developed an identity that demonstrates the agility of Capgemini. In this age of digital interactions, handwriting our name emphasizes our humanity and that clients can trust us.
Virginie Regis Chief Marketing and Communications Officer, Capgemini
I have always been impressed by Brandpie’s ability to generate fresh ideas, navigate ambiguity and deliver real business impact. The work they do continues to play an important role in bringing our purpose, ambition and strategy to life for our people.
Alun Metford Internal Communications Director, AstraZeneca
We achieved greater leadership alignment in two days than we’d have done in six months using a traditional approach.
Kevin Michielsen CEO, Watermark
Driving real change
Joint ventures happen wherever ambition outgrows a single company. Here’s how we’ve helped partners align and build brands across some of the sectors we know best.
Related insights
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Still have questions?
Co-branding pairs two existing brands for a single campaign, product or moment, with both keeping their own identity. Joint venture co-branding goes further: it typically means building a new, standalone identity for the business the partners have created together, distinct from either parent, with its own governance and market presence.
The strongest joint venture branding strategies start with alignment, not identity. Before a name or logo is chosen, leaders need a shared vision, agreed decision-making and a clear view of what the venture stands for. Get that right, and the brand becomes a genuine asset rather than a compromise between two parent companies.
OneSubsea is one example: created from the joint venture between SLB, Aker Solutions and Subsea7, it needed a bold, independent identity that united three legacy businesses under one clear role in subsea technology. The strongest joint venture brands tend to share that pattern: independent enough to build trust, connected enough to draw on each partner’s strength.
Usually when the venture is expected to operate independently in the market, win its own customers, or outlast the specific deal that created it. If the partnership is short-term or purely operational, a lighter co-branded approach may be enough; if it’s building something new and lasting, an independent brand gives it room to grow on its own terms.
A joint venture brand can’t be led by one partner alone. It needs leaders from both organisations aligned early, not brought in once the direction is already set, so the resulting brand reflects a shared ambition rather than the priorities of whichever side moved first.