How do you bring in bold challenger thinking to a stale sector? “When our Council members saw the new brand on the enormous screens in Croke Park, chests puffed up with pride. Hats off to White Bear for your creativity, passion and intelligence. You did us a great service and are professionals to your fingertips. Everyone is being drawn to the strength of the new brand and it has given the staff renewed impetus and a great reason to shout out. Best brand project that I have ever been involved in!” Eamonn Siggins, CEO, CPA Ireland

The Challenge: CPA (Certified Public Accountants) is a highly regarded and well-established accountancy qualification. We were set the brief of rebranding CPA Ireland to create a future-facing brand that would put CPA to the forefront of its sector, appealing to students and existing members to ensure the CPA brand stays as up to date as its teaching programmes.

We were able to unearth a huge selling point for CPA Ireland: They allow their members to study across the world as well as in a huge number of different industries. Thus, our core concept revolved around the tagline “Go Anywhere with CPA”. We created a visual style using pathways made up of segments to represent the variety of journeys you can go on with a CPA qualification. This reflected the aspirational nature of the students as well as the flexibility of the qualification. Whether it is a different country, industry or job role, CPA will help you get there.