Han Group

Brand Repositioning

Project Overview: Han Group, a woman-and minority-owned accounting firm, engaged our team to reposition their brand to support their growth aspirations and address key challenges in talent acquisition and client expansion.

Objectives:

  1. Reposition the brand to counter industry misperceptions and attract top talent

  2. Balance the appeal of personalized service with big firm expertise

  3. Develop a narrative that resonates with both nonprofit clients and potential employees

  4. Create a visual identity that reflects the new brand positioning

  5. Implement the new brand across recruitment, onboarding, and content strategies

Key Challenges

  1. Countering industry misperceptions

  2. Balancing small-firm care with big-firm expertise

  3. Appealing to diverse audiences —clients and potential employees

Solutions

  1. Developed narrative emphasizing accounting's role in organizational impact

  2. Crafted messaging that highlights personalized service and extensive expertise

  3. Identified shared motivations and created a narrative that resonates with both groups

Scope

  1. Research and analysis

  2. Brand strategy development

  3. Visual identity redesign

  4. Recruitment and onboarding strategy revamp

  5. Editorial strategy and content production

  6. Brand implementation planning

  7. Performance measurement framework

Methodology & Approach

    • Conducted interviews with clients and employees

    • Analyzed industry trends and perceptions

    • Identified shared needs and motivations of key audiences

    • Crafted new core narrative

    • Developed brand positioning

    • Defined key messaging pillars

    • Designed new color palette, typography, and layout guidelines

    • Created new imagery style

    • Developed brand usage guidelines

    • Redesigned recruitment materials

    • Developed new onboarding process aligned with brand values

    • Created editorial calendar

    • Developed content guidelines

    • Initiated ongoing content production

    • Developed rollout strategy for new brand

    • Created training materials for internal brand adoption

Outcomes

  1. Improved talent acquisition and retention

  2. Expanded client portfolio and inbound RFPs

  3. Enhanced perception of Han Group in the industry

  4. Increased engagement with brand content

Key Takeaways

  1. The importance of finding common ground between diverse audience needs

  2. The value of reframing industry perceptions to attract talent

  3. The need for consistent brand application across all touchpoints, from recruitment to client engagement

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