CLIENT STORY: PROFESSIONAL SERVICES
A refresh and new positioning for the Mazars identity and brand messaging, with new website and brochure copy
When this established business merged with a larger group it needed new communications that refreshed its essential brand elements, like USP and value proposition, while integrating its unique identity with the new corporate brand.
Mazars, a medium-sized professional services firm specialising in audit, accountancy, tax, legal and advisory services, with 17,000 professional staff in 77 countries.
When Moores Roland, a long-established firm of accountants, merged with the global Mazars group, the new entity needed to refresh the brand assets it had built up over decades. This while aligning the firm with the benefits of becoming part of a large multinational group, creating a unique voice and identity that would clearly position the firm in both traditional and new markets.
My approach was to bring clarity and strength to the brand by interviewing key stakeholders and senior executives so we could uncover and break down existing and new brand assets, ready to combine them into new corporate messages, organised logically and related in the context of the new international identity.
A new website and series of marketing brochures and documents that not only made the firm’s offering easier to access and understand than ever, but also a language that speaks with greater confidence, showing why the firm is first choice for its target audience. The copy created for the website, for instance, continued to serve the firm for years after its creation, and does so today.