HSOC Rebrand

HSOC are a leading firm of chartered accountants that offer financial and business advice to large corporates both domestically and internationally. They are highly regarded, as the Irish member of The International Accounting Group (TIAG). And have an incredible reputation – with their business coming almost entirely from word-of-mouth recommendations from highly satisfied customers.

So, what was our challenge? Well, in a nutshell, there was a mismatch. Their branding, website and other collateral was not telling the same amazing story their clients were. HSOC were detracting from, rather than strengthening, their brand. 

So we began with a brand workshop, where we put ourselves in the shoes of HSOC’s customers. And looked at the business from the outside in, to see what they saw. And why they so passionately referred friends, family members and associates to the practice. The reality was because, HSOC offered service at a different level to any other firm they’d ever had experience dealing with.

With that simple insight and understanding, we were able to start the process of creating their new refreshed branding. And it started with a clear brand personality based on fostering relationships and deeply valuing their clients.

A dynamic tagline was developed that encouraged HSOC’s clients to demand what they deserve. To Select Service, Select Opportunity and Select Success. And most of all to Be Selective about who they choose to engage.

A new identity reinforces HSOC’s client centric approach. A contemporary motif is made of two overlapping semi-circles, representing the client relationship. The space where these shapes connect creates a viewfinder for a shared, tailored vision for success. A lowercase, serif word mark, reflecting the heritage of the business, completes the identity.

A colour palette of greens (Forest, Heritage and Mint) take their inspiration from the original logo. Carrying these colours into the new design was about ensuring that the history, tradition and trusted elements of the business were carried forward.

Authentic, warm and personal photography brings the HSOC team to the forefront, to reflect their personalities and show that this is a people-first business. This imagery is used creatively on the new website, complimented by clear and bold messaging. The navigation is contemporary and unexpected – using the brand positioning and tagline to full effect.

The new HSOC brand Identity reinforces the reputation of the business – trusted experts that deliver "Service at a different level".