A prolific accountancy firm, PwC wanted to be the world’s foremost professional service. To do this, it needed to recognise that value goes beyond the financial, and communicate this belief to clients.

PwC is one of the world’s four big accountancy firms. Rather than be a quarter of the picture, PwC wanted to become something singular: the world’s number one professional services network.

Its own research suggested it could seem distant, more concerned with internal processes than client outcomes and, as the world moved online, out of touch with the digital era. PwC was already transforming its culture and now asked us, its long-standing advisors, to accelerate that transformation by changing its brand.

Clients are increasingly under pressure to create value that’s not only financial, but also social and environmental. We developed a powerfully personal brand promise to show how PwC could help deliver this: ‘My relationship with PwC helps create the value I’m looking for’.

We simplified the name of the brand promise and created a visual and verbal identity to bring it to life. This was built on a logo that morphs into endless different shapes, which expresses the many kinds of value PwC creates.

PwC’s new identity was launched to applause from the firm’s most senior partners in May 2010, and then to a resoundingly positive response from the wider world that October.

Within a year of launch, PwC’s revenue increased 10%. This upward trend continued year on year, with revenue nearly reaching £3 billion in 2014 – an increase of 5% on the previous year.

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