I was at one of the big-4 consultancies when, I guess it was about 10 years ago, the partners learned that they could make money by hiring, training, and farming out UX/UI consultants.

The partner who was in charge of this practice took some extraordinary steps to allow these hipster kids to work at a big-4 consultancy and not be so miserable - he let them dress how they wanted. A radical idea.

He also needed to change how the consultant levels where labeled and bucketized to fit the standards of the UX/UI industry. Other important things changed within the UX/UI practice, like the setup of the offices, and how the clients were engaged.

There were more free-form brainstorming, or ideation sessions with the client in the initial stage of the project. It was in interesting case study with regards to creating an identity carve-out within a larger organization.