We repositioned one of Scotland’s oldest accountancy firms as 360 degree business advisers by refreshing their branding and digital presence.
- Brand & Identity
- Digital & Mobile
Understanding two centuries of heritage
Scott-Moncrieff is one of Scotland’s top accountancy and business advisory firms, as well as one of the oldest – and has retained one client since 1792. Our brief was to position the firm more clearly as business advisers as well as accountants, with a fresh outlook, across all sectors in Scotland and the north of England.
We carried out interviews with several key staff from different business areas, and combined these insights with outputs from their customer research to thoroughly understand the firm and its history of expertise across all sectors, as well as their strategy for the future.
We confirmed that there were a number of incorrect perceptions held about the brand which we needed to address through a refreshed contemporary look and feel and descriptor. The next step was to evidence the firm’s credentials as commercially-minded business advisers through all their communications.
Sonia Rutherford, Commercial Director
A cleaner logo with descriptor, lovely animated intro, and simplified copy has taken the firm well down the path to achieving its updated positioning. From there we supported the client to roll out the new look and feel internally and implement across all marketing collateral in print and digital, and now we support guardianship of the brand.
Warmer photography and more engaging biographies of key staff have better communicated the personal approach which is core to Scott-Moncrieff’s culture. The look and feel has been cost effectively implemented by the internal marketing team through templates we have provided for event invites, publications, pull up banners, signage, emails and digital content.
From all the time we spent with the team at Scott-Moncrieff, it was clear that the people were genuinely warm and welcoming, so we ensured our approach to staff photography reflected the firm’s true character.
Matt Weaver, Design Director
After reviewing the performance of their website, it became clear structuring content based on their business areas wasn’t helping usability. We recommended structuring the site around their customer requirements for differing business types and sectors.
Alex Turnbull, Head of User Experience
The firm has received positive feedback from all departments internally with a much higher standard of client communications being delivered due to clearer brand positioning. This is being achieved within less marketing budget than before, due to increased digital capability reducing reliance on print.
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