Uphold ethics. Cultivate trust.

INSTITUTE OF CHARTERED ACCOUNTANTS SCOTLAND | REBRAND

As the world changes, the importance of doing the right thing does not.

A global membership organisation and network for chartered accountants, ICAS has stood firm to its motto ‘seek the truth’ since 1854. An educator, examiner and regulator for its profession, the business community looks to ICAS and its members to uphold standards and cultivate trust. While ICAS members wear the ‘CA’ badge with immense pride, few outside of the profession truly understand what it represents.

Through qualitative research, Brand Insiders set about uncovering the heartfelt principles and ambitions that drive ICAS and its member community to do the right thing. ‘Ethical Leadership’ was the universal idea that emerged.

With a renewed expression of its strategy, a fresh set of values and a clear and meaningful proposition in service of this idea, a bold new ICAS brand took shape. 

Single minded in form and expression, the new ICAS identity heralds a transformation in the experience of trainees and members. An entirely reimagined digital learning platform and syllabus equips CAs to lead on the big challenges of the future. And a root and branch user-driven website redesign helps members get more from the community. With planning, consultancy and creative styling expertise from Brand Insiders, these cornerstone projects set the stage for the brand to come to life. 

‘Smart, talented and from all walks of life’, commissioned photography captures the vibrant and diverse personality of ICAS’ people and makes everyone feel their best. Colleague/Employee communications, distinct in style and tone, keep colleagues connected and informed.

Member interviews, photographic portraits and video profiles celebrate the everyday and extraordinary individual stories that make the ICAS community what it is today.

Ongoing writing workshops help ICAS colleagues embrace the brand and bolster their skills. Empowered with a visual and verbal style framework that carries conviction, they can rise to the challenge of championing Chartered Accountants as the backbone of ethical business. 

Over the course of two years our support to ICAS included:

  • Qualitative and quantitative research (members, colleagues and stakeholders)

  • Strategic and creative workshops

  • Brand strategy

  • Organisational strategy messaging

  • Cultural narrative and values

  • Brand identity and framework design

  • Brand messaging and positioning content

  • Commissioned photography (colleagues and members)

  • Commissioned videography (members)

  • Sonic identity and animation

  • Tone of voice and writing workshops

  • Learning platform user interface design

  • Website user experience and planning

  • Website user interface design

Fiona Burnett