Roberts York is a chartered accountancy practice built on something most firms in the sector don't offer: a genuinely personal, proactive relationship with every client. Founded by Jodie Roberts-York, the practice had grown steadily through referral and reputation alone, without ever running a marketing campaign — and needed an identity that could carry that same relationship-led culture as it scaled.
Our discovery workshop surfaced a brand caught in a good tension: proudly traditional in its foundations, quietly ambitious in its use of digital tools and efficiency. Roberts York didn't want to look like the archetypal old-school practice, but nor did it want to lose the equity already built into its existing look — including a fondness for yellow and a preference for black and white. The brief was to evolve, not reinvent.
Roberts York is a chartered accountancy practice built on something most firms in the sector don't offer: a genuinely personal, proactive relationship with every client. Founded by Jodie Roberts-York, the practice had grown steadily through referral and reputation alone, without ever running a marketing campaign — and needed an identity that could carry that same relationship-led culture as it scaled.
Our discovery workshop surfaced a brand caught in a good tension: proudly traditional in its foundations, quietly ambitious in its use of digital tools and efficiency. Roberts York didn't want to look like the archetypal old-school practice, but nor did it want to lose the equity already built into its existing look — including a fondness for yellow and a preference for black and white. The brief was to evolve, not reinvent.
From there, we shaped a value proposition around the idea of staying closer: building a deeper connection to each client's business to offer a genuinely tailored service, rather than a one-size-fits-all approach. This became the foundation for the practice's new tagline, Expect More — a challenge to the idea that accuracy, reliability and efficiency should be enough, when a proactive, personalised service should be the real standard.
The result was a refreshed visual identity, a new website, and new photography that brought the culture of the practice to life — with Expect More captured through a graphic device woven through the identity and site alike.
From there, we shaped a value proposition around the idea of staying closer: building a deeper connection to each client's business to offer a genuinely tailored service, rather than a one-size-fits-all approach. This became the foundation for the practice's new tagline, Expect More — a challenge to the idea that accuracy, reliability and efficiency should be enough, when a proactive, personalised service should be the real standard.
The result was a refreshed visual identity, a new website, and new photography that brought the culture of the practice to life — with Expect More captured through a graphic device woven through the identity and site alike.
