Clayton & McKervey

Clayton & McKervey is a public accounting firm based in Michigan, focused on helping domestic and international companies compete in the global marketplace.

The firm is skilled at helping foreign-owned companies expand to the U.S., and domestic entities expand abroad. Their reach spans all over the world, from Southfield, MI to South America. They have passionate employees. Deep expertise. And an exciting story to tell. However, awareness was low. They were blending in, not standing out. Through a rebranding campaign, we helped them get noticed, share their passion, and make an impact on a global scale.

BRAND STRATEGY

A breakthrough moment.

Clayton & McKervey faced a number of challenges in the marketplace, including attracting inbound and outbound clients. Building a strong referral network. Solidifying key messages. Presenting their mission and values. Recruiting the best local talent. And elevating the brand.

The firm needed to change brand perceptions among a wide range of professionals, from CFOs to recent college graduates. Every segment of their audience could be influenced by articulating a more engaging story. It would have to strike a nerve, with messaging that resonates and moves them to action.

Clayton & McKervey’s competition was predictably conservative, simply reinforcing already established positions. Visually and verbally, the firms were all interchangeable. There was an opportunity for Clayton & McKervey to enter the market and be a groundbreaking brand that would attract some attention.

The rebranding effort needed to get people engaged. They needed to see themselves fitting in—as a client, a member of the firm, or even a referral source. And they needed to know that Clayton & McKervey are the experts in navigating the challenges of global expansion with the passion of an entrepreneur.

Services

Brand Strategy
Logo Design
Recruiting Video
Collateral
Website

BRAND POSITIONING

Worldly & ready.

Clayton & McKervey is a great fit for ambitious companies wanting to grow into the United States. And American companies looking to expand into other countries. They have all the necessary skills to make a client’s expansion plans come true, powered by a team that knows “how the world works.” We just had to tell the world about it.

We uncovered a key insight: Clayton & McKervey constantly strives to bring something extra, unexpectedly positive and truly valuable with every interaction and to every relationship … whether inside their offices or halfway around the world. They have the “&” mentality. As an international tax and accounting firm, the “&” symbolizes important partnerships forged with clients. The power to deliver more. A firm with local & global expertise. With the unique ability to combine a wide range of strengths to be something greater.

Worldly & ready. Nimble & capable. Seasoned & open-minded. Well-prepared & driven. Experienced & trusted. Approachable & upbeat. The list goes on & on. Clayton & McKervey always brings something extra to the table. These force multipliers make them uniquely suited to make businesses, and careers, better.

BRAND ROLLOUT

When’s the last time an accounting firm featured a person on rollerskates strapped to a jetpack? The rebrand campaign gave Clayton & McKervey a jolt of youthful energy, appealing to a new generation of financial professionals. Every element reflected the firm’s passion, spirit and approachability that makes Clayton & McKervey so unique. A new website served as a front door to the firm, establishing its online presence with a new brand identity. And a recruiting video provided an inside look at the firm’s culture for prospective employees.