KBR is a medium sized Accountancy Firm specialising in tax advice and business consultancy and have experience working with large consultancy firms.
The business had grown spontaneously in the past few years and it was at a stage in which being able to communicate their purpose and refine their image can increase revenue and downsize risk
while supporting organic agile growth. KBR has chosen to focus on premium, high spend accounts steering away small and overly-laboured accounts.
KBR is within reach of a very strong brand proposition: increased pricing, sophisticated clientele, fewer new accounts.
However, the brand image and the consumer facing materials, as they are now, struggle to follow in line.
The visual identity could be easily mistaken for a non-specialised Firm with limited outreach and experience.
The renewed business strategy KBR set to own does not transpire through the brand image. The brand purpose & the strategy set to articulate these are not defined yet.
Look at the visuals here