Despite being one of the top twenty-five accountancy firms in the UK and with numerous awards under its belt, Old Mill had been something of a South West “best-kept secret”. This highly ambitious firm wanted a strategic re-brand, new website and creative campaign to reflect their diverse client base and thriving internal culture, celebrate their individuality, and attract like-minded clients and staff.
Drawing on insight work from partners The Value Engineers, we were encouraged by the board to push Old Mill out of its comfort zone.
Building on Old Mill’s principles and values, we created the ‘Financial experts, fuelling ambition’ proposition, which celebrates the firm’s history, expertise and impact in the South West and highlights how that helps fuel the growth of their wide range of ambitious clients.
A simple, direct, supportive, personal and professional tone of voice presents an authentic, believable agenda.
Imagery guidelines emphasise personal passions rather than complex finance, helping to confirm brand individuality, speak more directly to their client base and further enhance Old Mill’s unique position in the market.
Extensive UX / UI workshops with the board, department heads, and key personnel ensured that the system’s complexity wouldn’t swamp day-to-day usability.
As a result, we have implemented a consistent user journey to cater to new leads, existing clients, and internal staff and develop the Old Mill brand externally.
The website builds on the brand themes, emphasizing the passion and knowledge of the staff and the desire to go the extra mile for clients.
We designed the site to work in harmony with their bespoke CRM system, ensuring that the lead generation pipeline is as streamlined as possible.
Fully SEO-enhanced from the beginning of the project, the website’s tailored content integrated into the build to maximize SEO potential.
We implemented an ongoing digital strategy to enable Old Mill to reduce its heavy reliance on print collateral in favour of a digital-first approach while maintaining a high level of quality content at all times.
We rolled out a significant amount of dynamic and engaging collateral during the web build, culminating in an internal brand launch at Bruton’s Hauser & Wirth gallery.
Design outputs encompass everything from a full stationery suite, workwear, car wraps, trade show marquees and trailers, internal documentation, digital marketing collateral, and rolling quarterly magazines.
An ongoing project to create colourful, informal, professional staff photography; a bespoke image and video library (reducing the need for stock imagery); and a suite of case study videos and photography will further enhance the available brand resources.
Working closely with staff across the firm resulted in a rebrand that the Old Mill staff has enthusiastically embraced.
We now enjoy a fully integrated working partnership with Old Mill and are developing a large-scale marketing plan to ensure that the firm can build on this success.
Old Mill’s new brand, which has repositioned it as the regional market leader in financial services while attracted new and strengthening relationships with existing clients, has received unanimous support and praise from the board. The firm’s Managing Director says he now feels confident that Old Mill is ready for the future.