The Institute of Chartered Accountants in England and Wales provides leadership, support and continuing professional development not just within the UK, but to 132,000 members around the world. It works with government, regulators and industry to maintain standards. Like many other professional bodies, it now operates at times, collaboratively, and at others, in competition with other accountancy bodies worldwide.

Our goal was to help create clarity and relevance around the organisation’s role and offer, to build a sense of unity within the organisation and with members and to provide a contemporary, authoritative face to the world.

Working with the ICAEW’s staff and Council members, we developed a core brand story, focused on the impact of the organisation: “because of us, people can do business with confidence.’ A new brand identity, retaining the equities of the old crest, a new literature system and imagery style reflect the purpose of the brand. An internal network of brand champions and training tools are embedding the brand in everyday activities and helping integrate the brand with the new corporate strategy. And in 2009 ICAEW was voted as a Superbrand!