The company has grown significantly over the past 40 years diversifying its offerings and expanding its international presence, resulting in a client base in over 100 countries and 1200 employees in 16 offices, in eight countries.
Rob Stichbury, business development director at CPA Global, says the new brand will better communicate the nature of the business, service offerings and solutions. He also adds that it will also minimise the potential of confusion amongst clients and prospects that were faced with the company’s different identities during its growth over the past decades.
“As the company has diversified its service offering, and extended its international reach, we felt it important to bring the group’s businesses together under one single brand – CPA Global.” Its collection of eight different brands from CPA Intellevate to CPA Memotech – will now fall under the single CPA Global identity.
The brand, which was launched on the company’s anniversary on January 12, 2009, will be communicated to CPA Global’s business partners, employees as well as clients in industries ranging from pharmaceutical, chemical and bio-tech to mechanical engineering, automotive, electrical, telecommunications and IT, and financial services and property.
Supporting the rebrand is an external and internal marketing communications campaign involving CPA Global’s rebranded website and intranet; mail outs and email shots to 30,000 of its stakeholders including clients and prospects and press releases to the media. It will also be highlighted in the company’s industry magazines, IP Review and Legal Strategy Review.
A letter by the chief executive will be sent out to employees in all of its offices to communicate the brand internally. This will be accompanied by branded material, a practical guide to implementing the brand and corporate stationery.
The company’s brand identity will be reinforced by a series of images. Designed by agency Dragon, the creative depicts raw materials transformed into finished products. The brand will be implemented by branding materials and collateral by Westhill Communications that has taken on a marketing and communications role. These are already being used at the company’s offices for corporate brochures and in its brand guidelines.
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