Reinventing an accountancy firm, avoiding the word ‘accountancy’

Although London-based accountants Gerald Edelman have strong traditional roots, they believe their role today goes far beyond the usual definition of accountancy. They have a genuine commitment to the overall success of their clients’ businesses – and this was the key message our branding team needed to communicate through a major rebrand.




Visual identityBrandingWeb Development

Words and pictures working together

With the tagline, ‘Our heart, our soul, your business’, and striking imagery of bold activities and dramatic landscapes, the new identity evokes a clear sense of energy and enthusiasm. The logo balances this with a carefully crafted typeface and a small ‘robin’ icon, which subtly reinforces the idea of upward movement and daring.

Focused messaging across touchpoints

Based on brand pillars we developed to ensure consistency, the rebrand includes a range of online and offline elements. The website features a vertical-sliding navigation system designed to show how this is a firm that embraces the new – and this is supported by a variety of printed collateral, all confirming Gerald Edelman’s distinctive approach to their profession.

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