Brookson was a pioneer in freelance accountancy and has been supporting the freelance workforce for nearly 30 years. Having grown through acquisition and now backed by private equity, the business needed a new platform to bring more cohesion between the varied business units and drive the next level of growth.

Our starting point was to define a more unifying brand architecture for the business that would bring more cohesion between the acquired brands and help facilitate more cross-sell opportunities between the business’s varied service offerings.  

With the new architecture defined, we began creating a more engaging value proposition for the business and each service area that aligned it closer to the needs of the varied audiences. In parallel to the verbal identity, we created a visual identity system that professionalised the brand while also giving it more purpose and agility in how it presented itself across the various sectors and audience segments. 

Our work gave the business a much stronger voice in the market and helped drive growth by enabling greater cross-sell opportunities. 

Following the strategic exercise the business was successfully acquired by the US-based People2.0.