UHY

Challenge

Spanning 334 major business centers across 96 countries, UHY is a leading network of independent accounting and consulting firms that provides service to clients across the globe.

UHY faced a significant challenge with brand consistency after years of fragmentation due to the challenges posed by trying to manage an identity for such a vast network. With over 100 logo variants and differing naming conventions, UHY’s identity was diluted; making it feel less like a unified international network and more like a group of autonomous firms. 

It became apparent that there was a pressing need for a complete overhaul of the brand to convey that UHY is a cohesive and integrated network with a global scale.

Solution

UHY desperately needed a brand that conveyed their collaborative culture among member firms. Our in-depth research revealed a consensus that every firm in the network should be unified behind a brand that aligned with UHY International’s business strategy to ensure the delivery of a consistent client experience across the network and globe. The directive was clear: Living needed to reimagine a brand that would unite the network firms and deliver uniform messaging.

Driving change, from what had effectively become a ‘house of brands’ model, to implement a master brand strategy was central to our consultative approach. We were laser focused on delivering a cohesive brand promise and synergy across services and products. We established a single UHY logo that would be supported with descriptive sub brands, eliminating the possibility of competing sub brand logos and streamlining naming conventions for member firms.

The new UHY logo features a striking shield icon that symbolizes the agility clients need and the protection UHY firms deliver. A bold, new green color scheme, together with the new ‘Connect to possibility’ tagline, messaging suite, and brand values, provides unique brand positioning and elevates both the local and international recognition of the UHY brand. 

Result

Living crafted an entirely new brand identity for UHY, signifying a new milestone for an ambitious network. Built on the firm’s core beliefs, the bold new look is the network’s first major rebrand since 2004 and is a major departure from the network’s previous branding.

The new brand reflects the network’s deeply interconnected, collaborative mindset and the far-reaching potential for growth and collaboration that member firms gain from being part of the UHY network. Says Rhys Madoc, CEO of UHY International: “We have an ambitious goal of increasing the size and the geographic coverage of the UHY International network, and our new brand will play an important part in helping us to achieve those goals.”

With a distinctive master brand in place, the UHY network can now present a unified front. A governance system and guidelines ensure that fragmentation problems are in the past, allowing the member firms to service clients across the globe under a universal, dynamic brand and positioning the UHY network for even greater success in the years to come.