Campaign Design
ICAEW Brand Campaign
Brief
Develop a new strapline and accompanying campaign to reinvigorate and bring attention to the Institute of Chartered Accountants in England and Wales (ICAEW) brand.
Response
We wanted to dispel the myth that accountancy just consisted of men in suits crunching numbers. In reality, accountants can make a real positive impact. What's more, accountants span every industry, so the impact they could have over every aspect of life is astounding.
The strapline 'For life' acts as a rallying cry to encourage accountants to make this positive difference to the world while also denoting the life-long support ICAEW provides from school-leavers to retirees.
To launch this new strapline, we created a campaign that spotlighted the positive impact ICAEW chartered accountants are making in their various fields. Inspired by the shape of the red dividers in the ICAEW logo, we created a 'slit in the curtains' behind the featured accountant to show the impact they are making behind the scenes. This acted as a recognisable visual device that spanned the campaign, housing impactful stories and ambitions for the future. This, along with simple, direct messaging compelled the viewer to find out more.
