Hero image for the case study of work Renoun Creative created for CTBK
CTBK

Not Your Average
Accounting Firm

We worked with CTBK to help update, redefine, and reshape the company’s brand identity as they prepared to celebrate 30 years of success. Looking ahead to the future, we made sure to capture all of their unique personality and values without sacrificing any of the professionalism you can expect from an interaction with their team.

The results have been literally exceptional.

Deliverables

  • Brand Identity
  • Brand Strategy
  • Content Planning
  • Copywriting
  • Graphic Design
  • Social Media Marketing Management
  • Sourcing & Procurement
  • Video Production
  • Website Design & Development
In their own words, here’s how that’s gone
“Our collaboration with Renoun Creative began with a focus on a new brand position and website, but it quickly evolved into a comprehensive rebrand, complete with a fresh visual identity. Over the past year, their team has consistently delivered exceptional communication, project management, and creative design work. Renoun Creative took the time to learn the intricacies of not only our business but also our culture, ensuring that everything we did felt authentic to our brand. Their work reflects who we have been for the past 30 years and who we aspire to be for the next 30. Thank you, RC, for being such an invaluable partner.”
– Jonathan Ieraci | Marketing Manager | CTBK
Professionalism and Personality

Communicating CTBK’s Hard-Earned Credibility As Well as its Unique Culture

We worked with leadership team members charged with building the future of the brand as they approached the company’s 30th anniversary. Together we identified clear points of difference: what makes CTBK rise above the rest? (It’s the people!) We focused on proactivity as a superpower that saves clients money and hassle by identifying problems before they get too big, or in some cases become problems at all. And working through the brand strategy process underscored how the visual presence didn’t match the persona they were becoming.

Visual Brand Identity Design

Redesigning an Identity for Greater Engagement

What started as an update to their visuals evolved into a whole new visual brand identity, where we set out to express their fun, human-connected persona in a way that still felt formal enough for legal documents, letterhead, client deliverables, etc. We wanted to create a unique identity to stand out in the field against other financial services firms and also build an employer brand; a dynamic vibe to attract the next generation of tax and attest professionals.

An image show the timeline and evolution of CTBK's logo over the last 30 years

Initial Concepts

Website Design & Development

A Revelatory Experience in a World of White & Grey

We set out to design a website that feels interesting and accessible, echoing CTBK’s primary core value of human connection, while also being sophisticated and contemporary, matching the caliber of the businesses who work with the firm. And frankly, we nailed it.

The site needed to house a lot of content in a way that still felt readable and visually engaging: We included upwards of 60 team members on the site, generated a lot of new content to delve into their wide-ranging services with greater specificity (which is better for the user and for SEO), and built it to be easily expandable to always include and spotlight their ever-expanding suite of new services and sub-brands.

Spot Illustrations
Social Media Marketing

Tools and a Plan for Building a Brand

With a new brand in place, it’s time to put their internal marketing team in position to spread the word high-end assets and clear social content strategy. So we set them up with 

• a custom social media strategy (including content pillars, topics/themes, and ideas for stakeholder posting), 
• a Canva brand kit (including templates for recurring themes and post types), 
• and held a LinkedIn training to improve visibility and credibility for public-facing executives.

Video Production

Conveying Culture and Complexities with the Camera

A new brand calls for a new brand video, so that’s what we created. Our video emphasizes CTBK’s growing advisory services and in-demand employer brand – capturing the personality without feeling too silly – and  is designed to be modular, so it’s easy to use for social media and other applications.

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