Institute of Chartered Accountants Brand transformation

The Challenge

The Institute of Chartered Accountants in England and Wales (ICAEW) is a professional membership organisation that promotes, develops, and supports chartered accountants and students around the world. At the end of 2020, it has over 189,000 members and students in 147 countries. We were thrilled to be appointed as their content agency through a rigorous and competitive pitching process. Collaborating with their team on a host of strategic and creative working into brand development, internal communication pierces, film, and animations.

Once we had been appointed, it was clear our value was in supporting the organisation in reflecting on their brand and content past and present. We were able to support their team through our Creative Chemistry workshop to establish fresh brand and video guidelines as well as begin to bring some key messaging to life.

The Solution

Internal communications is often thought of as top-down messaging, written by leaders for the consumption of employees. But really it’s a two-way street. Sure, you can hone your messaging to direct people’s attention, but eventually their attention will wane. Especially if they feel voiceless.

In other words, it’s not about captivating a passive audience with the right messaging; rather, it’s about promoting two-way communication around what’s happening at your organization. People want to feel like their input matters, and creating a forum for them to do so is going to do wonders for building engagement.

Developing new guidelines for the ICAEW has helped manifest a refreshed culture within the organiseation, what it stands for, who it values and why its mission matters. Content without purpose has no story, we are proud to say our work has enabled the ICAEW to communicate their story and for a clear purpose.

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"Clearhead have given our brand and guidelines a new lease of life and energy that is transforming our culture and communications."