ACCA
ACCA (the Association of Chartered Certified Accountants) is the largest and fastest-growing global professional accountancy body in the world, with over 493,500 members and students in 170 countries.
ACCA briefed thehouse to help them recruit more students. We used consumer research and brand development workshops to land on a clearly defined brand proposition - we see accountancy differently.
This evolved into the strap line "Accountants with perspective" which in turn led to the creation of a distinctive brand communications programme that gave ACCA a competitive advantage in the graduate market.
What we did
- brand development
- brand identity and design
- communications
ACCA is the largest and fastest-growing international accountancy body with 260,000 students and 110,000 members in 170 countries. Following on from the success of our global "uncommon denominator" advertising campaign, thehouse was briefed to develop brand-building communications for the ACCA's graduate programme.
ACCA are an unusually progressive organisation, they allow their students a more flexible study period and they are not tied into a given employer over that time. Armed with this USP and insights gathered during brand workshops, thehouse evolved a new brand position; ACCA look at accountancy from a different angle.
Though provoking photography became the key element of our communications plan, the angles and curious crops used in the graduate literature are in stark contrast to the more traditional images of young accountants.
Strong design, the use of colour to signpost sections of the brochure and clear, concise language give the piece a bold and confident feel, essential in a very competitive graduate market.
This is backed up by case studies from students in industry, with newly qualified accountants interviewed in their workplace providing their perspective, they were photographed in close up to bring to life the human face of accountancy.
