Baker Tilly
Launch
Visual Systems
Transitioning forward
Virchow Krause was a U.S.-based accounting and advisory firm with more than 80 years of history. They were also a long-standing member of the Baker Tilly International Network of over 140 elite independently owned and managed firms worldwide.
In 2009, as part of their plan to expand their reach, Virchow Krause decided to leverage the global recognition the network, entering into an agreement to become the exclusive Baker Tilly-branded firm in the United States.
Lippincott led the strategy and visual identity development to help ensure that the new brand would be true, unique and powerful moving forward.
Challenges
As part of their commitment to the global partnership, Virchow Krause needed not only to take on the Baker Tilly name, but also the common visual identity system.
What had been known as Virchow Krause had their own, uniquely valuable personality that needed to be expressed as part of their new identity.
Actions
Activated the signature elements of the Baker Tilly identity system with bold, mathematically and financially inspired iconic language that speaks to the firm’s business, expresses their candid personality, and positions them uniquely within the Baker Tilly International Network and apart from their competitors
Used a fresh blue, drawn from Baker Tilly’s existing palette, to paint a vibrant canvas—in the signature curve and in other backgrounds—for sharp, irreverent icons and language that can’t be ignored
Created a wide array of applications across all major touchpoints of the brand and comprehensive visual / language guidelines that helped the firm express something unique in all of their future communications... themselves. The system offers an unmistakable hook and consistent expression of the brand, from HR, promotional, advertising, Web and other prominent communications materials
Highlighted the firm’s expertise with unique colors and iconic language for each of their specialty groups including a lightbulb and the words “Do the bright thing.” on the Energy and Utilities brochure