Mastin Harris Accountants are independent accountants based in Melbourne. As part of their growth strategy, they required a new brand identity to help position them as a contemporary, forward thinking and approachable accountancy firm, differentiating them from competitors, increasing awareness among their target audience and driving inbound enquiries.
Client Background
Mastin Harris Accountants are independent accountants based in Melbourne. Previously known as Mastin Harris & Associates, they identified a need to raise their profile as an accountancy firm and strengthen their brand proposition among the target audience. Moving into a new office building in a prime location with high foot and vehicle traffic was the catalyst for creating a new brand identity that could be showcased at the new location, as well as in all future brand communications.
Project Objective
Mastin Harris Accountants’ clientele is primarily made up of loyal customers and word of mouth referrals. With a new office in an area with a high per capita population of potential customers, they needed to build awareness of the brand locally to reach new customers and drive inbound enquiries. Developing a new brand identity was a vital first step in this process.
The Brief
Develop a strong and compelling brand proposition for Mastin Harris Accountants that differentiates them from competitors and resonates with the target audience.
Design a new brand identity for Mastin Harris Accountants that reflects the new brand proposition and appeals to the target audience, positioning the brand as a contemporary, forward thinking and approachable accountancy firm.
Design a new brand identity for Mastin Harris Accountants that reflects the new brand proposition and appeals to the target audience, positioning the brand as a contemporary, forward thinking and approachable accountancy firm.
The Process
Initial meetings with the client allowed us to gain an understanding of their product and service offering and establish their unique selling proposition. We also established a strong picture of their target customer, including their attitudes, behaviour and socio-economic profile. With this knowledge in hand, we researched the industry environment to gain an understanding of the positioning of Mastin Harris Accountants’ direct and indirect competitors. At this point, we had a clear understanding of who the brand needed to appeal to and what it needed to communicate to resonate with these customers more effectively than the competition. We then developed a range of logo concepts and supporting copy that reflected the brand’s positioning. Concepts were refined, shortlisted and presented to the client as part of a wider brand strategy proposal.
Creative Challenges
Develop an identity for the brand that was unique and differentiated Mastin Harris Accountants from competitors, while still being recognisable as an accountancy firm. Create an identity that was impactful while maintaining a premium feel for the brand. Condense the brand proposition and range of services offered by the firm into a concise visual representation.
The Result
The client chose to implement our recommended brand identity and, with only minor tweaks to copy, the concepts were rolled out across building signage and company stationery. Overall, the client was very happy with our strong understanding of the brief, the ease of the creative process and the new visual representation of their brand.
