When you hear the term ‘chartered accountant’ it often brings to mind predictable images of spreadsheets and static financial statements.
However, HaysMac is redefining that stereotype with a new strategic brand direction designed by SomeOne, reflecting an industry that is anything but static.
In reality, the world of finance is in constant flux, and HaysMac is uniquely equipped to navigate this landscape with agility and expertise.
The firm’s new branding brings this to the fore and demonstrates that by using three enduring ‘guiding stars’ — the firm can guide clients through ever-changing financial regulations.
The brand transformation began with a name change, moving from Haysmacintyre to HaysMac.
This modernised name is not just a nod to simplicity but represents a shift toward approachability in an often-intimidating field.
Plus, it’s what staff and those in-the-know called the firm, so it made sense to adopt the shorter, easier and more differentiated name.
Through a brilliantly run process, SomeOne delivered a world-class strategy & visual identity that has immediately transformed how our people and clients interact with us and know us. A modern, progressive and different branding scheme to match the experience when you meet us in person. The entire team and I are thrilled with the outcome.
After rigorous research, we uncovered three challenger mindsets that, when combined, create a unique strategic trifecta. This perfectly encapsulates what makes HaysMac such a winning combination and distinguishes the firm from hoi polloi.
The Business — of Business.
Clients choose HaysMac for its exceptional business acumen and sector-specific knowledge. The firm’s expertise spans property, financial services, and other key industries, allowing teams to dive straight into projects with industry-specific insight and momentum.
A culture that eats spreadsheets for breakfast
The second pillar of HaysMac’s brand is its renowned workplace culture. Recently recognised as one of the top places to work by the Sunday Times, the firm fosters an environment that’s collaborative, engaging, and meritocratic — attributes that are rare within traditional chartered accountancies.
Beyond internal culture, HaysMac also brings a personalised touch to client relationships, especially when working with individuals, family trusts, and high-net-worth clients. By offering a concierge-level service, HaysMac helps individuals make confident, well-informed financial decisions tailored to their unique needs.
Purpose and Permanence over power-moves
HaysMac is known for its significant work in the non-profit and charitable sectors. HaysMac is committing to purposeful, impactful work that stands the test of time.
Even though this has been a major change for the firm, now it is live, the response has been overwhelmingly positive, internally, externally, on and off-line — which is unheard of. I’m so glad we found SomeOne; I will miss our daily chats…
Leading not following.
To reflect these values, HaysMac has adopted a refreshed visual identity that defies industry norms.
The HaysMac guiding stars are the perfect visual metaphor for how the firm conducts its business, inside and out. The bespoke stars have been deeply crafted to reflect the intricacies of the firm’s three guiding principles.
Each guiding star has been brought to life to live and breathe throughout a galaxy of HaysMac’s brand expressions, from internal onboarding, to desirable merchandise, to social engagement.
The guiding star also plays a pivotal role throughout a number of other brand elements — bringing warmth and familiarity to iconography, adding personality to bespoke typography and creating signature patterns to ever-strengthen HaysMac’s visual distinctiveness.
We look to challenge brand norms with our approach and here you’ll see design work featuring a new crisp serif wordmark & type systems that reflect a new strength and sophistication, rather than the predictable proliferation of deeply dull, unimaginative sans-serif designs dominating the financial industry.
A wider spectrum
Colour systems have been carefully selected to inspire new clarity, confidence and curiosity, moving beyond the typical dark blues associated with finance. The new colour palette adds warmth and originality, making the brand more accessible and memorable.
The work is complemented by warm and personable photography. Breaking away from the traditional, stiff portraits seen throughout the sector and instead embracing the personalities and character of those behind the numbers.
A brand built and delivered
We worked closely with internal teams at HaysMac to help deliver a successful cohesive brand experience — from how staff experienced it for the first time, to how established clients were brought onboard. An entirely new website was also designed and delivered to enable HaysMac to show up in a way that helped audiences better connect and see why the firm stands so far apart from others.
We look to challenge sector behaviours for brands. Companies in this industry tend to blend together, the same claims abound, few appear to be able to start work quickly — and their visual branding is as dull as a 1000 line spreadsheet. With experienced sector specialists who are ready when you are, interesting & interested, we found HaysMac challenging these norms. Our strategic triple threat of highlighting their excellence in Business, People & Good takes the firm to another level.
With thanks to Tash, Verity, Katie, Jon, Dougie, Suki, Anne, Jeremy and wider HaysMac partners for everything.
SomeTeam:
Simon Manchipp — Founding Partner: Strategy
Rich Rhodes — Executive Creative Director
Ian Dawson — Design Director
Ryan Parsons — Senior Designer
Lloyd Wood — Junior Designer
Ellie Knight — Account Director
Beth Baines — Head of Account Services
CGI Assets & Film:
Rokabye
Www Design
Mallard&Claret
Photography:
Simon Sorted
Additional Copywriting:
Stratton Craig