The rebranding effort signals a push to align the firm's corporate advisory business with the complexities of a modern global market. By adopting the name Fortius—derived from the Latin for 'stronger'—the company aims to emphasize its capacity to navigate intersectional challenges involving artificial intelligence, digital finance, and shifting geopolitical landscapes. The firm will now operate through five integrated practice areas, including strategic advisory, regulatory counsel, and mergers and acquisitions.

As part of this consolidation, the communications firm Greenbrier, acquired in 2017, has been fully integrated into the Fortius platform. Simultaneously, the firm is separating its political campaign work into a new entity named MCM², led by principals Messina, Corrigan, Matsdorf, and Mallet. This move is designed to provide a clear distinction between the firm’s corporate advisory services and its international political consulting, which has supported leaders across six continents since 2013. Other units, including Signal Interactive Media and Amplify Media Strategy, will maintain their existing brand identities as independent businesses.