Member Article

It’s hip to be square: Accountants’ new branding showcased

10 Associates has been appointed branding agency for one of the north’s largest independent chartered accountants – and has created a satirical advertising campaign that challenges perceptions and stereotypes.

The campaign for BHP, one of the north’s largest independent chartered accountants, will be showcased at this week’s Made in Yorkshire event in Leeds. The concept has been in development for over a year and has led to where it is today.

BHP wanted a fresh look to celebrate its big personality whilst highlighting their advisory led approach.

Promoting BHP as ‘Reassuringly straight-laced since 1867’, 10’s campaign embraces the stereotype of boring accountants then turns it on its head, showing BHP has a refreshing sense of humour.

In an eye-catching hot pastel colour palette so different from the traditional blues often found in accountancy branding, the narrative also pokes fun at the assumption that everyone wants a bit of rock ‘n’ roll in their lives – but not when they’re sitting down to talk about their finances.

The campaign originally featured in quality print media and elements have since been incorporated into BHP’s website and into company literature. 10’s creative will also feature heavily in the BHP stand at the fourth annual Made in Yorkshire expo, that takes place on May 23rd at the Centenary Pavilion, Elland Road Stadium, Leeds.

Formed in 2017, Made in Yorkshire is dedicated to celebrating the region’s manufacturing base. Speakers at the event include Yvette Cooper MP and GB para-triathlete Stuart Meikle, who will describe how Yorkshire manufacturing transformed his life.

Jill Peel, Creative Director at 10, said: “Armed with the insight that brands who fly the flag for real, raw and candid conversations are the ones who make the deepest connections with customers, we decided to embrace the stereotype that accountants are often seen as boring and turn this on its head to show that BHP is a company with a refreshing sense of humour and personality.”

10 Associates has offices at Wheatley Park in Mirfield and the Stanley Building, near St Pancras Station in London, and boasts an impressive portfolio including household names such as online retailers AO and Halfords, and manufacturers including The Portmeirion Group, Graham & Brown, John Horsfall and A-SAFE.

Established in 2004, 10 Associates has helped hundreds of businesses reach brand achievement, through its celebrated Brandschool® programme by designing brand identities and building brand strategies from development through to activation.

This was posted in Bdaily's Members' News section by Kate Wobschall .