Acquisitions are often framed as opportunities to accelerate growth strategy. For marketing leaders, they typically come with a branding minefield. How do you preserve what makes your company unique while integrating into a corporate giant’s brand ecosystem?

Marc Fiore, former CMO of Aperio (acquired by BlackRock), faced this exact dilemma. In speaking with Marc, he shared the behind-the-scenes story of Aperio’s rebrand. A journey that balanced creative risk-taking, internal politics and the delicate task of keeping Aperio’s quirky, Californian identity alive in the context of a global leader synonymous with New York finance.

Never lose sight of who you are

From day one, the Aperio team was adamant: they wouldn’t just be subsumed into BlackRock as a masterbranded subsidiary. "We didn’t want to be completely absorbed and just repainted. We wanted to retain our identity—but in a way that was actually additive to BlackRock."

This required more than aesthetics, it meant expressing Aperio’s culture and how they worked with clients through the new brand…all while using BlackRock’s core brand elements as the sandbox. The first challenge? Finding an agency that could advocate for Aperio’s distinctiveness while respecting BlackRock’s brand guidelines. "We needed an agency with a backbone. One that wouldn’t just tell us what we wanted to hear or apply a cookie-cutter process. We wanted partners who could think strategically and fight for our vision, but in a way that could work for everyone."

The integration challenge

When it came to moving Aperio into the BlackRock ecosystem, integration required careful navigation. While BlackRock had clear brand guidelines, integrating an acquired firm like Aperio required flexibility and creative problem-solving. "Every acquisition brings unique considerations. We worked closely with BlackRock's team to find the right balance—honoring their system while ensuring Aperio's brand could still resonate with our clients."

“It was a lot of internal selling. We had to demonstrate how our brand was additive—not conflicting—to BlackRock’s larger vision. It couldn’t just be us saying, ‘We only want to be us.’ After all, they had just paid a billion dollars, they owned us. We had to speak their language.” The turning point came when they secured buy-in from Frank Cooper, BlackRock's CMO at the time. "Frank was critical. He saw what we were doing as valuable and said, 'This is good for BlackRock.' Once we had his support, we could move forward with confidence—we were able to fly.”

Finding your visual voice

The rebrand couldn’t just be a compromise, it had to feel intentional. The Aperio team worked closely with Agenda to develop a visual identity that honored BlackRock’s system while letting Aperio’s personality shine. "We didn’t want something lukewarm. We landed on a visual identity that made both sides happy—Aperio kept its differentiation, and BlackRock got a cohesive look." 

One of the most memorable moments? Transforming Aperio’s office space with bold, brand-aligned designs. "When we painted the walls with the new DNA-inspired Rothko-esque visuals, people loved it. It wasn’t just a rebrand. It became a cultural thing."

The payoff? A win-win

Despite a complex landscape of challenges, the rebrand was a smashing success. BlackRock leadership loved it and Aperio’s team felt their identity had been preserved.

"The most rewarding part was the overwhelmingly positive feedback. Nobody was upset—BlackRock saw us as aligned and our team felt their identity was respected."

Key takeaway:

A successful post-acquisition rebrand isn't about domination or surrender, it's about finding the right partnership dynamic. By securing leadership alignment, choosing the right creative partners and staying true to yourself, the Aperio team turned a complex challenge into a case study in thoughtful integration. 

Read Part 2, where we’ll share key advice for leading a rebrand after an acquisition—including when to navigate corporate politics and when to dig in your heels.