Back to News page Read next article Read previous article
Pulling together our experts in brand strategy, advertising and design, we developed an approach to recreating the brand that would draw upon the insights from customer research, build on the vision of key stakeholders and finish with a unifying idea that achieved instant appeal.
Our quantitative research uncovered some core perceptions of the Francis Clark brand that supported and set a strong sense of what customers look for in any accountant - professionalism, trust and reliability.
We held one of our brand vision sessions with 12 key stakeholders to settle the business on an internal vision and mission – this forms the strategy that led to the brand's identity. We decided that with a vision of becoming the 'most recommended accountancy and tax firm wherever [they] operate,' an element of originality would need to work its way into the identity.
The basis of our creative idea was formed around the brand identity keeping the professionalism, trust and solidity, but communicated an originality that would set Francis Clark apart from its competitors.
We called it Original Thinking and this idea evolved into a new identity that used a spiral (hypotrochoid) device. The route showed originality, was unique, ownable and differentiated and flexible enough to run across the full range of Francis Clark’s marketing and communications collateral.
The client was extremely pleased with the results and reports that they received instant buy-in and appeal when they launched the new direction.
Sean Grinsted, Partner at Francis Clark had this to say:
"To get every partner (48 at time of presentation) to like it on launch was a fantastic achievement and showed how much thought and due process was given by Bray Leino. The more we use it, the better it becomes. The brand device provides us with so many creative opportunities and visually represents who we are."