25 July 2017

Alias Helps Randall & Payne Capitalise On Its Rebrand

  • SOHO Coffee Co. case study photography by Alias, marketing agency Cheltenham
James Ashe, managing director

We’re delighted to be able to reveal the new branding and website for leading Gloucestershire accountants Randall & Payne.

We have been working behind the scenes with the company’s eight-strong senior leadership team for the last nine months to develop a new positioning, logo, strapline and responsive website.

Despite being in business for the last 138 years, the business has a very modern approach to accountancy but the directors felt that how the company was presented to the outside world simply didn’t reflect that. 

Randall & Payne turned to us, following a competitive pitch, to drive the project forward, tasking us with ensuring the company’s relevancy in tomorrow’s business world, but without forgetting the firm’s 138 years of heritage.

“Our brief to Alias could be described as ‘evolution, not revolution’,” said Tim Watkins, managing partner. “We wanted to make sure we’re able to handle whatever tomorrow throws at us, but ensure that we didn’t forget what has made Randall & Payne successful so far.”

Randall & Payne partners

Starting the process with a fact-finding brand workshop, we challenged the senior team to consider what’s at the heart of its business and offering. We also encouraged them to use the rebrand process as an opportunity to not only consider how they look, but also how they act.

While many things were considered, we kept coming back to the same two points of the difference – the expertise of its team and how Randall & Payne’s approach ensures that its clients prosper.

“Although the rebrand has ultimately been focused on ensuring our relevancy in tomorrow’s business world, I am delighted that it’s grounded in the things that have been at the heart of the business for the last 138 years – our people and their thinking,” Tim continued.

Randall & Payne brand by Alias, marketing agency Cheltenham

It’s these two facets, the people and their thinking, that we used to shape the company’s new strapline ‘Thinking to capitalise on.’ While the business and its people have always delivered thinking and insights that its clients could capitalise from, until now, it never had a way of crystallising this approach for both customers and staff. The new strapline is therefore an encapsulation of an approach that has long been in the DNA of the business. 

The result is a modern, vibrant and distinctive brand which is firmly rooted in the heritage of the business and celebrates the skills of the team. Randall & Payne hopes the new brand not only cements but builds upon its position as one of the region’s leading firms. 

Case study photography at WHC Hire Services for Randall & Payne rebrand

“While the new brand is fresh and modern and reflective of a changing sector, it’s much more than that for me. It’s about having the conviction of not only what we do but why we do it – simply put, clients will be better off by working with us. Yes, it’s a bold statement, but it’s one we stand by and strive to deliver on every day,” Tim concluded.

We have really enjoyed getting to know the Randall & Payne business and its people, and we look forward to working with them to support their marketing moving forward.

View the Randall & Payne website

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