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Leaders in Brand Transformation™

All About Balance: A Case Study in Brand Transformation

In business for thirty-five years and with a growing staff of sixty-five, Hudson LLP is considered one of western Canada’s largest independent accounting firms. In 2007 it was recognized by Calgary Inc Magazine as one of Calgary’s Best Places to Work. 

CHALLENGE
Hudson LLP engaged RFX to strategically reposition its brand. To further its growth strategy, their primary objective was to successfully compete with the National and International firms in recruiting the brightest in human capital. Dated, inconsistent and unconvincing, the Hudson & Company brand required modernizing and dramatization to resonate with its market segments in order to lay the foundation for more effective marketing.

SOLUTIONS
The transformation of the Hudson brand was conducted from the ground up, starting with a simplified name, bold positioning line and distinctive identity. From the beginning, the strategy was to express their corporate values and brand promise of “balance” in a modern visual language.

  
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                                          Before
      After

Identity
RFX crafted a bold and unique brand signature to set it apart from larger, competing firms. A subtle expression of “balance” is reflected through the U and N.
Website
A modernized website geared to appeal to both prospective clients and potential recruits featured a clean interface, intuitive navigation and more impactful brand messaging for a better online experience.
Recruitment Campaign
Extending the theme of life balance to a unique Energy Drink concept, RFX helped Hudson communicate the features and benefits of its stimulating work environment from a bold creative platform.
Newsletter
RFX redesigned the masthead and layout of the bi-annual newsletter.
Presentation Material
RFX retooled their presentation material to enhance professionalism and communicate a consistent look and feel to clients and prospective clients.
Advertising
A headline driven ad campaign was developed to launch the new brand and increase awareness of the firm.

RESULTS
By all counts, the rebrand and subsequent materials were a success. The firm reports increased stakeholder motivation and feels poised to capture more market share. As a result of its new brand and recruitment concept, interest on campus is reportedly much higher than previous efforts, reflected in double the applications of high caliber students. 

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