The Goal

DHG - The Goal
  • CATCH UP TO THE BIG FOUR
    This superregional accounting firm with over 2,000 professionals competes head to head with the Big Four but did not look the part.
  • DIFFERENTIATE FROM SMALLER COMPETITORS AND THE BIG
    Clients told us they wanted their accounting firm and advisors to be more resourceful in finding solutions
  • UNIFY A FIRM BUILD ON ACQUISITIONS
    The firm had grown to a SE Regional powerhouse through larger and larger acquisitions. A market-facing and internal brand would bring them all together on the same spreadsheet.

The Plan

DHG - The Plan
  • NEW NAME, NEW LOGO
    Abbreviate the long firm name, building a brand accounting-style with initials so new acquisitions would not demand to be in the name
  • BUILD THE MESSAGE AROUND “RESOURCEFUL”
    informative tasting with Master Distiller Jeff Arnett
  • REDO EVERYTHING
    Stem-to-stern makeover for website and all other collateral materials

The Execution

DHG - The Execution
  • FEATURE THE PROS
    Take first quality portraits of the professionals within the firm and use them to anchor the website
  • COMMISSION CUSTOM ILLUSTRATION
    to create distinctive collateral
  • NEW WEBSITE
    featuring the firm’s star accountants

The Results

ACCOUNTING FIRM BRAND OF THE YEAR

from Association of Accounting Marketers

DHG - The Results

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