Randall & Payne have been accountants in Gloucestershire for over 138 years, but just because a company’s got heritage, it doesn’t mean that it can rest on its laurels. With Making Tax Digital on the horizon, we were called in to give Randall & Payne an ambitious repositioning and digital update, bringing their brand up-to-date with their 21st century thinking.
We began the process with a brand workshop to understand how the partners and senior members really saw their business and their vision for what it would be in the future. The initial brief was ‘evolution, not revolution’, but our insights from the brand workshop showed us that with major change coming in the sector, it was time to be brave. While we developed a concept which met the original brief, we also developed a set of concepts that would encourage the senior team to move outside their comfort zone.
Eventually, the concept chosen erred on the side of revolution, incorporating a contemporary font. Lowercase lettering was used to allow the firm to be seen as modern, approachable and friendly, while incorporating the brand’s signature ampersand in a more modern way.
One thing that became apparent during the brand workshop was while the company had a defined way of working on behalf of its clients, the business had never been able to define it or sum it up. Seeing it as an opportunity to help convey the essence of the company further, we developed the encompassing strapline – ‘Thinking to capitalise on’ – to help crystallised their approach for both internal and external audiences. The strapline was devised as a promise to Randall & Payne’s clients that the firm’s advice and guidance will allow them to prosper.
Randall & Payne’s old website was uninspiring and tricky to navigate, so we flipped all of that on its head to design and build a striking, responsive website that matched the expectations of the logo and strapline. Leaning on the importance of people within the Randall & Payne office, we made sure that the partners and staff were front-and-centre throughout the site. We gave the team full CMS access so they could update their news and events with ease, simplified the site map so that it’s as easy as possible to find the right page, and drafted new copy that better reflected the friendly, yet intelligent nature of the Randall & Payne team.
We developed bespoke icons for each section of the website, signposting customers in the right direction. We also made sure that we could add relevant content at key points of the site, either as case studies or as related articles, to keep people browsing for as long as possible. To increase Randall & Payne’s search visibility, we embarked upon a complete SEO overhaul, implementing a robust keyword strategy and suggestions for an ethical backlink campaign.
Of course, a website is only as good as its photography. To really bring the site to life, we took dynamic, stylish and relaxed headshots of Randall & Payne’s 57-strong team, and went out to meet their clients for on-location case study shoots, capturing the wide variety of businesses that they work with.
We also produced a suite of collateral that reflected the contemporary new branding, including business cards, stationery and pop-up banners, and replaced their office’s tired signage with vibrant, up-to-date designs. Before launching to the public, we held a briefing for staff, which included an amnesty for them to give up any old branded materials. We then launched the new brand in the local press and developed e-newsletters to keep clients in the loop.