Our Work CrossVue

A new collaborative pair. CrossCountry launches CrossVue

FINN helps Cross Country Consulting spin out its national Workday consulting practice into a standalone company and brand. Introducing CrossVue.


Create and help launch the CrossVue brand from scratch in four months. Position CrossVue as the leader in Workday advisory, deployment, and post-production support for Fortune 500, growth companies and private equity firms. The new brand, launched with 200+ professionals, is a spin-out of the well-regarded business transformation and advisory firm CrossCountry Consulting. Part of our goal was to maintain the relationship between the two brands.

Sector expertise

Professional Services

The Work

The project started with naming. We facilitated a process with the client’s leadership team to select its name out of dozens of options. The name needed to relate to the legacy brand, CrossCountry. CrossVue connects to what the firms consultants do at the core: make it possible for businesses and their people to access and see valuable management information in one integrated place. This leads to agile, better, more informed decisions across the enterprise—at all levels.

We created a new brand identity, mark, tagline (See Clearly Across the Enterprise), WordPress powered website, approach to content and thought leadership. All were developed under the thematic strategic messaging umbrella of the new “Iris” logo. 

From thought to finish, the project went from a brand positioning and story idea on a white piece of paper to a national go-to-market brand launch in four months.