Brand Refresh: Chartered Accountants Australia + New Zealand
The difference between good and excellent is substance.
At the epicenter 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 organizations.
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 led 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 advocate, regulator, and educator (providing a tertiary level Postgraduate Diploma of Chartered Accounting).
