| Hudson LLP
2009 REBRAND 100 Winners > notable
Industry/Sector: Legal/Accounting/Professional Services
Enterprise Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Hudson LLP, one of western Canada’s largest independent accounting firms, wanted to modernize and align its brand to better reflect the value of its offering. With a growth strategy that relies largely on attracting the best in human capital – particularly articling students – Hudson also wanted to resonate with a younger audience.
Challenge - With a shrinking labour market, and dwarfed by the Big 4 accounting firms, Hudson needed to speak convincingly to Gen Y’s, without appearing unauthentic or alienating its client base.
Strategy - The first step was to modernize the name. Balance – the company’s guiding philosophy – then formed the essence of their new brand platform. Balance is reflected in the logo, with the word itself becoming a meaning-rich positioning line. A focused identity system sustained by genuine photography further expressed their unique character.
In Hudson’s recruitment branding, RFX extended the idea of life balance to a unique Energy Drink concept, conveying the message of a stimulating work environment.
Result - The firm reports increased stakeholder motivation and feels poised to capture more market share. As a result of its new brand and recruitment concept, interest on campus is reportedly much higher than previous efforts, with job applications expected to double in coming months.
Client: Hudson LLP - www.hudsonllp.ca
Brand Strategists/Designers: RFX Brand + Communications - www.rfx.ca
Brand Strategists: Sam Hudson, Scott Hamilton
Co-Creative Directors: Dan Bergeron, Michael Cross
Designers: Matti Cross, Kathrin Molitor, Paul Jeffery
Senior Web Developer: Brent Garner
3D Modeling: Paragon Animation
Photography: Grant Waddell
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