Brand Refresh: Chartered Accountants Australia + New Zealand
The difference between good and excellent is substance.
At the epicentre of the CA ANZ brand is the idea that CAs are impact players rather than passive number crunchers. CA is a qualification of leadership and authority. CAs are game-changing hires or advisers with the skills, confidence and ambition to make positive and tangible differences to organisations.
Chartered Accountants see the world differently, and it was my job to visually present that when I joined CA ANZ as the Creative Director in 2021. I lead the brand refresh through an intrepid corporate journey from concept to roll-out over an entire membership body of 136,000+ members and 300 employees.
As well as a membership body, CA ANZ are an advocator, regulator and educator (providing a tertiary level Postgraduate Diploma of Chartered Accounting).
