Cherry Bekaert
Complete Firm Rebrand
Bright and fresh into the future.
After nearly 70 years of growing into a nationally ranked financial management and accounting firm, the former Cherry Bekaert & Holland needed to transform its branding from “your grandfather’s accounting firm” to better match it’s focus on innovation and position at the cutting-edge of technology as applied to professional services.
Through collaboration with Hinge, we conducted market research, tested against focus groups, and conferred with existing clients and audiences. We implemented new branding guidelines, developed new templates for all assets, and diligently tested links on the incredibly robust new website. The new Cherry Bekaert brand, reflecting the growth priority and client-focused positioning of the firm rolled out on January 1, 2013.
BEFORE
AFTER
Internal creative team:
Art Director: Aimee Rice
Senior Designer: Naomi Harper
Graphic Designer: Jana Burtner
Copywriters: Brandon Martin, Matt Newman
External creative team:
Hinge (Professional Services Marketing and Branding)
20% GROWTH, YEAR OVER YEAR —
20% GROWTH, YEAR OVER YEAR —
Since rebranding, Cherry Bekaert has grown at a 20 percent clip, year-over-year, in their target niches.
After copywriters reviewed and updated content, we developed standard templates for sell sheets, industry-specific brochures, and presentations, giving them a more striking overall presentation.
Saving time and costs from sourcing imagery, we creatively repurposed quality images that were previously licensed in new ways to fit the updated brand (right) and give them new life.
We developed sub-brands for recruiting internship and externship students (Connect and Accelerate), as well as sub-brands for internal conferences for continuing education (Tax University, Audit University, and Advisory University).
