Navigating today, defining tomorrow with ICAEW

The primary aim was to help ICAEW reach a wider, more engaged audience by reigniting its brand purpose, mission, and company strapline. The secondary aim was to create a branded campaign and series of concepts to help reach the target audiences through video and print.

ICAEW engages a large cross-section of different audiences: 

  • Potential students who are considering starting their accountancy journey

  • Existing ICAEW students embarking on their accountancy journey across all year groups

  • Final-year students or students from other professional bodies wanting to become ICAEW members

  • Existing ICAEW members seeking recognition, professional development and networking opportunities

  • Employers looking for a trusted organisation to deliver high-quality students for their pipeline of recruits 

  • Organisations looking for trusted financial expertise and high quality accounting partnerships

  • Governments and regulators who require expert guidance on industry regulations

CLIENT

INDUSTRY

Education

ROLE

Creative Copywriting

01 - THE CHALLENGE
02 - VISION & GOALS

  • To strengthen ICAEW’s brand position through focused messaging that demonstrates global leadership

  • To replace their current strapline with a new, impactful one that encapsulates their positioning as the go-to organisation for chartered accountants and their role in shaping the future of the accounting profession globally

  • Come up with new campaign ideas to bring the brand to life across different audiences, channels, and assets

It was important to conduct a competitor analysis to evaluate: how other similar brands tackled similar challenges ICAEW faced; what messaging and ideas work well and could help us achieve our goals for elevating the brand. 

03 - COMPETITOR ANALYSIS
04 - STRAPLINE

It was important to get across a sense of progression, professionalism, and leadership in the strapline. Since ICAEW also work with policymakers, helping to keep pace with change, define new regulations, and uphold ethics in the industry, this too needed to come across in the positioning. Below are the two final straplines we landed on.

05 - BRAND CAMPAIGN SCRIPT

Our world is changing faster than ever – economies, communities, infrastructure lives. 
And as the world changes, the importance of our role remains constant. 

Since 1880, we've been guiding an ever-changing world, driven by one vision:

To enable a world of sustainable economies. 

We believe that economies should work for us, not against us,

and in using accountancy to create positive change.  

Today, we’re training and supporting 

200,000 students and professionals worldwide,

preparing the Chartered Accountants of tomorrow

with the skills to make sense of an ever-evolving world, 

through ACA, one of the most advanced curriculums there is.  

We’re committed to upholding the highest standards, 

guiding today’s leaders to make better, fairer decisions 

for more responsible business. But there is far more to do. 

It’s not just about numbers, we’re using our global influence 

as a force for good, keeping our eyes firmly on the future

working to clarify problems, find solutions and guide on assurance,

Shaping policy, ethics, sustainability, and beyond. 

Together we will make sense of today.

Together, we’ll make sure no one is left behind. 

ICAEW – Navigate today, define tomorrow.

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