JOHNSON O’CONNOR

INDUSTRY: Public Accounting & Advisory Services

OUR ROLE: Strategic Planning | Logo & Identity Development | Website Design and Development

Creative Development & Execution | Digital Strategy | Internal Branding

A top-tier regional accounting firm looks to rebrand to support up-market client acquisition

Johnson O’Connor Feron & Carucci has been a highly regarded, regional accounting firm on Boston’s north shore for 70 years. While they have enjoyed steady growth and success, they have low level of market awareness, serving as a limitation for up-market growth and the recruitment of highly experienced lateral hires. They turned to Stackpole to help them evaluate their existing brand, and define a brand strategy and new website that is more relevant to the firm they are today.

A thorough brand audit leads to a new logo and brand identity system

After an extensive exploration process, the first step in the brand evolution was a change to the firm’s brand name. The firm’s long name suggested a small size firm, so a shorter name was recommended to help the firm represent their true size and become more distinct and memorable. The brand name is now Johnson O’Connor, the name by which they were already commonly referred.

The name change was followed by a logo refinement that took into consideration the equity in their existing color palette, and some design elements that had been incorporated into their newly designed office space. Stackpole updated the typography and created a new logo that is fresh and bold.

Leveraging the new identity and creating a responsive website for Johnson O’Connor

The most impactful element of our integrated creative strategy was the launch of a new firm website. The new responsive design site was built to create an optimal user experience across all devices, while incorporating SEO best practices, enhanced content featuring firm services and industries, and a full section devoted to firm recruitment.

A career’s video helps Johnson O’Connor connect with potential recruits

To demonstrate the true personality of the firm while highlighting career growth opportunities, Stackpole developed and produced a three-minute recruitment video. The video, entitled “Where every voice counts”, showcases interviews with members of the Johnson O’Connor team. Each tells a part of their “JO” story while the video cuts away to scenes showing daily office interactions. The video ends with a call-to-action that reads, “Your voice counts. We look forward to hearing from you. Join us at Johnson O’Connor.”

 

Launching the new brand

With the goal of optimizing the impact of a new brand and website, Stackpole recommended both an external media launch and an internal branding launch to announce the refreshed Johnson O’Connor brand. The public launch consisted of strategically placed print ads, digital ads and a public relations campaign designed to promote the new brand to very targeted media in both digital and regional print publications.

An internal branding campaign was developed to help the firm successfully communicate the brand evolution to their employees. Working with Johnson O’Connor, Stackpole unveiled the new logo, identity system, website and careers video in a company wide presentation during the annual “Firm Day” meeting.  After the big reveal, employees were treated to a kit with branded items such as mugs, water bottles and laptop cases to help generate more internal buzz and excitement around the new brand.