Elevate the brand from “just-the-accountant” to a critical strategic partner.
We have been blown away by the positive difference our brand has had on our team culture.Gary Brown, Founder
The big idea
Our research confirmed a major opportunity: Position this brand as strategic advisors, not just accountants, and lean into what their core audience values: reaching their true potential in business and in life.
Inspired by the statement by one of its founders ‘Competitors are where dreams go to die’, we amplified a core belief that was at the heart of the brand: provide financial clarity and education to business owners, so they can make better decisions in their businesses, by themselves, each day.
With playful and punchy statements encouraging people to shift thinking from ‘can’t’ towards ‘how’, a fun and intelligent strategic advisory was born, with a new positioning line of ‘Growth Beyond Business’ to reflect what they’re ultimately all about.
The new strategy meant moving far away from the traditional, corporate conventions of the industry, so the HnB Group name needed to change.
Possibility, growth and innovation were the big ideas to carry through.
Our challenge was to find a name the company could own with a few key criteria:
- Left-field, but still professional and fitting for the category
- Connect to the underlying brand story and big idea.
- Flexibility to grow as the business does, without limiting new ventures
So Hatcher Advisory was born – a name that is approachable, familiar and full of energy, inspired by the word “hatch”, a place where dreams are crafted, realised and reborn.
From the new brand positioning, we developed a bold and refreshing visual identity, creating differentiation in a sea of bland and traditional accounting firms.
A new logomark represented growth and possibility with time. A bold colour palette and sophisticated new typography system reinforced their professionalism, but also their edge as an “anti-BS” accountancy. Custom illustrations amplified the brand personality and added a layer of youthful energy.
To guide the brand’s omnichannel communications, we developed a content strategy to guide topic choice, tone of voice and writing style.
Previous communications lacked feeling – typical accounting jargon that didn’t speak to the audience. We created strategic goals for their content with one major overarching mission: make accounting engaging, informative and genuinely interesting to digest.
And so “The Hatch” was born – a monthly email curated specifically for leaders with tips and advice on all things business growth.
Attract the best
The website was build to capture the attention of audiences, show Hatcher’s difference and serve as both a business generation tool as well as something that would attract top team.
Large serif headlines, illustrations, pop colour heading blocks, and the Hatcher symbol were the core visual elements to help people navigate through the information for them. Subtle hover effects were used to show interactivity and to add a feeling of discovery
Website content focused on addressing common pain points with audiences, speaking to their goals around financial clarity. Bespoke call-to-action’s were strategically placed throughout the site to encourage enquiry.
Things we learned along the way
Accounting can be an interesting and engaging topic.
During our research, we discovered most financial services companies don’t attempt to make these topics digestible. By speaking to pain points, common goals and bringing personality to communications, we discovered we can make accounting enjoyable and even fun.
People didn’t know a better experience actually existed.
Client interviews highlighted that people’s past experiences with accountants were pretty average and provided nowhere near the service level of Hatcher. We used these learnings to tailor sharp messaging to connect with new audiences.