What you keep is as important as what you invent

What we did

ERY Melrose is an accounting and business advice firm that recently diversified its service offering through a merger. Leading with the idea ‘greater than the sum’, we created a seriously sleek new brand to support the company’s expansion.

The mission: to transform an existing brand language to communicate ERY Melrose’s new value and its bedrock brand promise of business growth. The approach? Well, like any rebrand, what you keep is as important as what you invent. So here’s what we did.

We wanted to preserve continuity with the existing brand, so we evolved existing brand assets to modernise the visual language, retaining the square graphic as a building block for the new identity.We also reimagined the slab serif wordmark to make it more fluid and expressive.

We’re firm believers that brands need shapeshifting assets. So we developed a ‘plus’ icon as a company monogram. This memorable symbol anchors the brand, visualising the business emphasis on positive growth. Better yet, it can be animated to give digital assets life and movement.

Stage one launch in regional NSW includes a range of corporate communications. A larger strategic brand launch is planned for mid 2018.