BDO Case studies

BDO

Objectives

• Help to reposition BDO as one global accounting network by aligning the visual expression with the brand ambition

• Use the visual identity to clearly demonstrate to the market that BDO is one international business

• Create and deliver a distinctive, beautiful visual identity that expresses who BDO is and who it wants to be

• Enable local marketing professionals from over 1,000 offices to adopt and implement the new visual identity easily and consistently

• Deliver a comprehensive set of guidelines and templates within four months of the brief

Skills Applied

• Messaging and strategic positioning

• Development of brand theme and creative driver

• Development of visual identity, templates and applications for all conceivable channels

• Engagement of global marketing network

• Design, programming and delivery of guidelines and templates

• Brand expression and corporate visual identity

Delivery

• Guidelines, artwork, imagery and templates completed on schedule and uploaded to new online brand centre on schedule two months ahead of the change over

• Brand centre managers appointed in every member firm to implement new visual identity at local level

• A series of brand centre tutorials were held immediately after launch to enable brand managers from across the network to get the most from this new resource and to ensure their commitment to adoption of new visual identity

• Redesign of web sites in progress across the BDO network in 110 countries

• Launch period for complete transition to new visual identity extended over three months but all guidance and tools were provided on schedule and two months ahead of time

 Outcome

• ‘Dynamic, 21st century, bright, purposeful and youthful’ - partner’s feedback at unveiling of the new visual identity