Transformation: Creating clarity, relevance and unity for the ICAEW

Define a brand strategy that would support the organisation’s new corporate plan. The Brand Story focuses on the idea that ‘because of us, people can do business with confidence’

Create a modern brand identity; new identity system; new literature system and imagery style to reflect the new purpose of the brand

Deliver an internal network of brand champions and training tools to embed the brand in everyday activities; integration with key drivers of the Institute’s new corporate strategy, including HR and management practices and measures