CPAmerica, a member of Crowe Global, is one of the largest associations of independent Certified Public Accountants (CPAs) in the United States with more than 90 firms across 45 states. They have a strong reputation for first-class membership support fostered through a culture of sharing through events, training, resources, forums and special interest groups.
CPAmerica turned to Living for a refresh of their brand, one that would communicate the tangible benefits they provide to their current and prospective members. As part of our challenge, we also needed to integrate Crowe Global’s brand style – creating a ‘sibling’ brand but one that was unique to CPAmerica’s needs.
Through consulting with members from a wide range of firms, interviewing the CPAmerica support team and conducting a competitor review, we were able to unearth these benefits and so create a clear path for our brand strategy and creative.
Our brand strategy is rooted in the advantages of sharing and captured in the brand promise ‘Where collaboration means business.’ Brand values and a supporting value proposition were then developed as well as a tone of voice for all written communications.
The visual concept revolves around the 'point of collaboration' graphic, depicting a decision path that culminates in a collaborative hub for members. Collaboration serves as the catalyst for fostering development, growth, and opportunities.
This became a core element in our visual storytelling, aligned with smart typography and a vivid colour palette providing impact and signposting across the brand. Bespoke photography of members accompanied by real quotes, captured at live events, are up front and centre, representing the human development stories abundant across the association.
The result? A human brand that communicates the collaborative, responsive and progressive nature of CPAmerica. One that has been positively received by new and existing members. One that CPAmerica is proud of.
Our team also created CPAmerica’s website, member portal, and a full suite of communication and event material templates all supported by brand guidelines.